Bloomberg Businessweek Apple Weighs Using Outside AI to Power Siri in Major Shift
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Jun 30, 2025 Ed Price, a Senior Non-Resident Fellow at NYU and former British trade official, joins Trish Damkroger, Chief Product Officer at HPE, to discuss Apple's potential AI transformation for Siri. They explore Apple's decision to consider integrating AI from Anthropic and OpenAI, reflecting on its struggles to compete in the rapidly evolving AI landscape. The guests highlight the implications of this strategic shift on user experience and market competitiveness, as well as Apple's stock performance amid this monumental change in approach.
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Apple's AI Strategy Shift
- Apple is considering using external AI models from Anthropic or OpenAI to power Siri instead of its own in-house models.
- This marks a significant shift to improve Siri's performance and compete effectively in generative AI.
Future Consumers and Siri's Challenge
- Apple's challenge is retaining the next generation of consumers given Siri's poor current state.
- New users choosing smartphone ecosystems may favor rivals with stronger AI capabilities.
Apple's Core Tech Philosophy Tested
- Apple traditionally builds core tech in-house, but is now considering external AI due to internal model limitations.
- Apple may switch to external AI partners like Anthropic or OpenAI until its models mature.