Apple is preparing a major overhaul of its voice assistant, Siri, integrating advanced conversational AI capabilities similar to those found in OpenAI’s ChatGPT and Google’s Gemini. The upgrade, internally codenamed “Campos,” represents a significant shift in Apple’s approach to AI, aiming to embed a more natural and interactive chatbot experience directly into iPhones, iPads, and Macs.
Siri’s Long-Awaited Evolution
For years, Siri has lagged behind competitors in AI responsiveness and conversational fluency. The new version seeks to correct this by leveraging a fine-tuned model of Google Gemini. According to reporting by Apple insider Mark Gurman, the core feature will be a “chat-like feel” allowing for extended, back-and-forth conversations – a hallmark of modern AI assistants. Apple is expected to unveil the revamped Siri at WWDC 2026 with a potential release in September of the same year.
Implications for the AI Landscape
This move has far-reaching implications for the broader AI industry. Apple’s iOS platform holds a leading position in the smartphone market, increasingly outpacing Samsung. If Siri gains a fully integrated chatbot experience comparable to ChatGPT, the incentive for users to open third-party apps like ChatGPT may diminish significantly.
This poses a direct challenge to OpenAI, which currently relies on its app-based model and is reportedly spending over $1 billion monthly. A mass migration of iOS users to Siri could severely disrupt OpenAI’s user base and revenue streams. The shift could also impact Google, whose Gemini chatbot would be powering the revamped Siri experience.
The Nvidia Factor
Adding another layer of disruption, Apple and Google are reportedly discussing hosting Siri’s AI processing on Google’s Tensor Processing Units (TPUs). This could threaten Nvidia’s dominance in AI hardware, as TPUs are a direct competitor to Nvidia’s GPUs, currently the industry standard for AI workloads. With Apple and Google combining their resources, Nvidia may face increased competition.
Apple, in partnership with Google, may be poised to reshape the AI power dynamic, potentially shifting market leadership before a new CEO takes the helm.
The integration of ChatGPT-like AI into Siri is not just an upgrade; it’s a strategic move that could alter the competitive landscape of the tech industry. By embedding advanced AI directly into its ecosystem, Apple is positioning itself as a central player in the next generation of conversational AI, with significant consequences for its competitors.
