Apple's 2025 AI Strategy: Revamping Siri and Enhancing In-House AI Models

Leaked memo may have revealed Apple's top two AI priorities in 2025

We've seen Apple Intelligence launched with a whole lot of hype over the last 12 months, and it seems there's a lot more to come in this area - with a newly leaked memo revealing Apple's top two AI priorities for the rest of 2025. The memo was reported in an article by Bloomberg (via 9to5Mac), which states that highly rated Apple executive Kim Vorrath has been moved to the AI division with the task of "whipping artificial intelligence and Siri into shape". John Giannandrea, Apple's head of AI, announced the news in an internal memo that also apparently reveals two key goals for the division in the coming months: improving the Siri digital assistant and building better in-house AI models. There is an acknowledgement that Apple is still some way behind when it comes to AI. We've just seen the AI-packed Galaxy S25 phones launched by Samsung, while Google is pushing its advanced Gemini AI into just about all of its apps and devices. The two aims reportedly highlighted by Giannandrea make sense. Siri was ahead of its time when it made its debut back in 2011, but since then its been overtaken by its rivals - and it's an Apple product that users often complain about. OpenAI's ChatGPT is an example of an AI assistant that's much more versatile and far-reaching, and Apple has added a ChatGPT extension to Siri with iOS 18.2 - an admission that Siri currently isn't up to par. Eventually, Apple will want to cut ties with rival AI assistants, and improving its own Large Language Models (LLMs) will help with that - the second goal. The likes of OpenAI, Google, and Meta all have extensive LLMs powering their AI technology. We've previously heard that Apple's own LLMs might have developed sufficiently by next year for a truly next-gen Siri 2.0 to emerge - so expect more news to appear when Apple unveils its plans for iOS 19 sometime in June at WWDC 2025.

Leaked memo reveals Apple's AI plans for 2025 -- this is what the company is focusing on

Apple's version of AI, Apple Intelligence, has only been available in part to the public for a couple of months. Apple is slowly adding more AI features to iOS 18, though some of them are currently so broken they need to be turned off. A newly leaked memo has revealed Apple's priorities when it comes to AI in 2025 and gives us an idea of what to look for from Apple this year. Today, Apple whisperer Mark Gurman reported that Apple was transitioning Kim Vorrath, a veteran project manager and "fixer", into its AI and Siri division. Vorrath has been given a mandate of "whipping artificial intelligence and Siri into shape." Vorrath's move has not officially been confirmed by Apple, with spokespeople declining to comment. The news of the focus on AI came as part of a leaked memo from Apple's head of AI John Giannandrea. According to memo, the AI group is "focused on revamping the underlying infrastructure of Siri and improving the company's in-house AI models." The memo reveals two main prongs of focus for Giannandrea and Vorrath this year. It has been previously reported that Apple is attempting to create its own Siri LLM, which likely won't ship until iOS 19.4 in 2026, but sounds a lot like what Giannandrea is working to do this year. Apple has seemingly been determined to keep much of its AI on-device as possible, which has led to reports that Apple is "two years behind" competitors like Google and OpenAI which are more focused on cloud-based AI. Much of this has been done in favor of privacy and security. Currently, Siri is coupled with OpenAI's ChatGPT and uses that platform for AI-based searches and content. Though even ChatGPT struggles to do things that Siri already did well. It's obvious ChatGPT is a stopgap until Apple can get Siri to a similar level as Gemini Live. Reportedly, Apple is even considering expanding Siri's capabilities with integration of other AI companies including Google's Gemini and Anthoropic's Claude. Presumably, Vorrath will be working to right this boat and get Apple's AI efforts to the next level. We'll see as the company continues its slow rollout of Apple Intelligence well into the new year.

Here are Apple's two main priorities for AI this year, per leaked memo - 9to5Mac

Apple Intelligence launched just a few months ago, but a lot more additions are expected soon in iOS 18.4 and beyond. Now, a new memo leak has given us insight into Apple's two main internal priorities for its AI efforts this year. Earlier today, Mark Gurman reported that Apple was moving a key executive -- Kim Vorrath -- into its AI division and giving her responsibility for "whipping artificial intelligence and Siri into shape." That news came from a leaked memo by Apple's AI head John Giannandrea. Another interesting blurb from the memo was shared, though -- one that outlines Apple's internal priorities for AI this year. Gurman writes at Bloomberg: This year, the artificial intelligence group is focused on revamping the underlying infrastructure of Siri and improving the company's in-house AI models, Giannandrea said in the memo. Apple's AI priorities for 2025, it seems, are: It's nothing revolutionary, but that sort of speaks to Apple's general bent toward progressive iteration and improvement. Gurman has previously reported that Siri is undergoing a big behind-the-scenes transformation into 'LLM Siri,' which is targeted to ship in spring 2026 -- perhaps in iOS 19.4. That project sounds like exactly what Giannandrea says is Apple's big focus for the year. The second area of focus makes sense too. Improving the company's AI models is a clear need when considering the recent issues around notification summaries. While they're a great feature when they work properly, these summaries can regularly include errors. As a result, Apple is temporarily disabling them in iOS 18.3 for select app categories. Presumably, until the backing AI model can be brought up to par. What do you think of the reported Apple Intelligence focus this year? Let us know in the comments.