Apple's new Siri is a revamped AI assistant that uses Google's models, aiming to turn the iPhone-maker's Siri into a more perspicacious PA. The company is betting on its devices and personal data to become portals for users to access AI technology.
After two years of struggling with AI, Apple is taking a second bite at the cherry. The new Siri will be available in the US this autumn, but not in the European Union or China due to regulatory issues.
Apple's strategy involves using Google's AI models, which it is reportedly paying $1bn a year for. This approach allows Apple to focus on its hardware and semiconductors, giving it an advantage over competitors.
However, investors are still unsure about the announcement, with Apple's share price dropping 2% on June 8th. The new Siri will initially only work in English, and its rollout will be overseen by John Ternus, Apple's incoming boss.
