Apple will reportedly focus its first round of generative AI enhancements on beefing up Siri\u2019s conversational chops. Sources speaking with<\/a> The New York Times<\/em> say company executives realized early last year that ChatGPT<\/a> made Siri look antiquated. The company allegedly decided that the large language model (LLM) principles behind OpenAI\u2019s chatbot could give the iPhone\u2019s virtual assistant a much-needed shot in the arm. So Apple will reportedly roll out a new version of Siri powered by generative AI at its WWDC keynote on June 10<\/a>.<\/p>\n Apple Senior Vice Presidents Craig Federighi and John Giannandrea reportedly tested ChatGPT for weeks before the company realized that Siri looked outdated. (I would argue that the epiphany came about a decade late.) What followed was what The NYT<\/em> describes as Apple\u2019s \u201cmost significant reorganization in more than a decade.\u201d<\/p>\n The company sees generative AI as a once-in-a-decade tentpole area worth shifting heaps of resources to address. You may recall the company canceled its $10 billion \u201cApple Car\u201d project<\/a> earlier this year. Apple reportedly reassigned many of those engineers to work on generative AI.<\/p>\n Apple executives allegedly fear AI models could eventually replace established software like iOS, turning the iPhone into \u201ca dumb brick\u201d by comparison. The clunky, awkward and overall unconvincing first wave of dedicated AI gadgets we\u2019ve reviewed, like the Human AI Pin<\/a> and Rabbit R1<\/a>, aren\u2019t good enough to pose a threat. But that could change as software evolves, other smartphone makers incorporate more AI into their operating systems and other hardware makers have a chance to innovate.<\/p>\n So, at least for now, it appears Apple isn\u2019t launching direct competitors to generative AI stalwarts like ChatGPT (words), Midjourney<\/a> (images) or ElevenLabs<\/a> (voices). Instead, it will start with a new Siri and updated iPhone models with expanded memory to better handle local processing. In addition, the company will reportedly add a text-summarizing feature to the Messages app.<\/p>\n