Apple is actively seeking cooperation with external AI companies to enhance the functionality of its AI assistant, Siri. As internal technological development did not meet expectations, Apple is considering adopting language models from OpenAI and Anthropic. This move is unusual for Apple, which has historically maintained its ecosystem with proprietary technology.
Apple had initially planned to unveil enhanced Siri functions alongside the release of iPhone 16. However, due to technical difficulties in AI integration, Apple could not meet the schedule and has postponed the revamped Siri’s debut to 2026 or later. Internally, Apple is continuing its language model development under the project name “LLM Siri,” yet tests have shown that external models perform better. According to Bloomberg, Anthropic’s Claude model was found to better meet Siri’s requirements than Apple’s own model.
Apple has currently requested OpenAI and Anthropic to train custom large language models on its cloud infrastructure. This is beyond simple API integration, aiming for technology that can be directly integrated into Apple’s ecosystem. The potential contract size could amount to billions of dollars annually, with costs likely to increase over time. Apple is weighing price conditions and technical suitability from both companies and is expected to prioritize a partnership with the one offering more favorable terms. While OpenAI is mentioned as a competitor, Claude is analyzed to have functional advantages.
The AI strategy shift also coincides with organizational restructuring at Apple. CEO Tim Cook has withdrawn trust in the former AI head, and now Mike Rockwell, who led the development of Vision Pro, and Senior Vice President of Software Craig Federighi are spearheading the Siri overhaul. Apple is also considering acquiring startups like Perplexity AI, testing various AI technologies to find the most suitable solutions for Siri.
Despite these changes, Apple remains committed to its “on-device” AI philosophy, which does not store user information on external servers. This privacy-centric strategy has traditionally put Apple at a disadvantage in terms of technological advancement compared to Google, Meta, or OpenAI. Currently, iOS 18 offers limited integration of ChatGPT functions through Siri, requiring user consent and protecting sensitive data. Apple plans to maintain its privacy standards while running AI models on its cloud, balancing technological advancement and user privacy.
Having lagged behind in the AI leadership battle, Apple is setting 2026 as the year of its “comeback.” However, reliance on external technology could influence control over its ecosystem in the future. The success of integrating external AI in alignment with Apple’s standards is expected to be evident by the fall of 2026.