Opinion: Apple set to dominate consumer AI with new Siri

Apple appears poised to take the lead in consumer artificial intelligence, not by building the most advanced AI technology, but by making it the easiest to use. M.G. Siegler writes for Spyglass that the company’s newly announced “Siri AI,” demonstrated at its annual developer conference WWDC, could bring AI into the mainstream in a way no other company has managed so far.

Siegler acknowledges that nothing Apple showed was technically groundbreaking. Competing services from OpenAI, Google, and Anthropic have offered similar or more advanced capabilities for years. But he argues this is beside the point.

Built in, not bolted on

The core advantage Apple holds is that Siri AI is integrated directly into the iPhone at the system level. Users do not need to download an app or adjust any settings. They simply press a button or say “Siri.” No other AI service can match that level of access, at least for now.

Apple built its new AI models by working with Google, distilling Google’s Gemini technology into what Apple calls “Apple Foundation Models.” This partnership is seen as critical to making the new Siri work reliably, after Apple’s previous attempt at rolling out AI features two years ago led to lawsuits over false advertising.

The demo shown at WWDC was entirely voice-driven. A senior Apple engineer interacted with Siri AI naturally, without typing or opening any app. Siegler sees this as a deliberate signal that the product is real and functional, not a polished but empty preview.

Key risks remain

• Siri has repeatedly disappointed users over the past 15 years despite promises of improvement.
• It is unclear how Apple will keep its AI models up to date as Google continues to develop Gemini.
• Regulatory restrictions in the EU and China could limit the rollout in those markets.

Siegler concludes that Apple’s greatest asset is not its AI technology but its trusted brand, its vast install base, and the power of being the default option on the world’s most popular smartphone. As he puts it, the iPhone is now “the first true AI device.” With one important condition: if it works.