Apple Intelligence was introduced a few months back, and numerous enhancements are anticipated in iOS 18.4 and future updates. Recently, a leaked memo has illuminated Apple’s primary internal goals for its AI initiatives this year.
Revamping Siri and Enhancing AI Models as Key Objectives
Today, Mark Gurman reported that Apple is appointing a key executive—Kim Vorrath—to its AI division, tasking her with “whipping artificial intelligence and Siri into shape.”
This information stemmed from a leaked memo by John Giannandrea, Apple’s head of AI. Another noteworthy point from the memo details Apple’s internal priorities for AI this year.
Gurman states in Bloomberg:
This year, the artificial intelligence group is concentrating on upgrading the fundamental infrastructure of Siri and refining the company’s in-house AI models, Giannandrea mentioned in the memo.
Apple’s AI focus for 2025 appears to be as follows:
- Redesigning the core technology behind Siri, and
- Enhancing the current AI models
While it may not be groundbreaking, this approach reflects Apple’s tendency towards incremental improvements and enhancements.
Internal Focus Mirrors Current Limitations of Apple Intelligence
Previously, Gurman highlighted that Siri is undergoing a significant transformation into ‘LLM Siri,’ expected to launch in Spring 2026—likely with iOS 19.4.
This initiative aligns closely with what Giannandrea indicates is the major focus for this year.
The second area of focus also makes sense.
Enhancing the company’s AI models is evidently crucial in light of recent challenges surrounding notification summaries.
Although they’re a valuable feature when functioning correctly, these summaries often contain errors. Consequently, Apple is temporarily disabling them in iOS 18.3 for specific app categories, likely until the underlying AI model can be improved.
What are your thoughts on Apple Intelligence’s reported focus this year? Share your opinions in the comments.
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