Could Apple Ditch Siri Name in Major AI Rebrand at WWDC?

Apple volition item its AI strategy astatine Monday's WWDC 2025 keynote, with its much-talked-about "Liquid Glass" bundle redesign playing a secondary relation successful announcements, claims manufacture expert Ming-Chi Kuo.


Reports starring up to WWDC person indicated that iOS 26 volition diagnostic a major plan overhaul inspired by visionOS, the operating strategy for Apple's Vision Pro headset. The redesign has been described arsenic the biggest update to iOS since iOS 7, and it volition beryllium the main absorption of the event.

Bloomberg's Mark Gurman has adjacent suggested that Apple volition usage the "Liquid Glass" redesign to distract from its nonaccomplishment to rotation retired promised Apple Intelligence features – similar a much personalised, context-aware Siri, which was heavy promoted astatine past year's developer league and successful the months thereafter, but turned retired to beryllium vaporware since it did not enactment arsenic advertised successful interior testing.

However, successful a last-minute "key points to ticker astatine WWDC" station connected X, Kuo has argued that supra each astatine this year's event, Apple volition marque pains to explicate however upcoming AI features volition enactment connected devices ("though nary large breakthroughs are expected") and that the institution volition adjacent connection a improvement timeline for their launch.

According to Kuo, Apple's on-device AI absorption volition "likely" see "rebranding Apple Intelligence/Siri," demonstrations of AI integration astatine the OS level to amended idiosyncratic experience, the rollout of tools for third-party developers to incorporated AI into their apps (which we're already expecting), and a strengthening of privateness protections.

Lastly, Kuo says Apple volition tout partnerships with different AI work providers, akin to its existent woody with OpenAI to leverage ChatGPT via Siri. This is astir apt an allusion to Apple's reported concern with Google to marque Gemini an optional Siri extension, with ‌Siri‌ capable to manus requests implicit to Gemini for much in-depth AI-powered answers.

Move Over Siri?

Kuo's predictions rise immoderate intriguing questions. The statement has been put forward that the Siri marque is tarnished, and introducing a caller AI chatbot powered by ample connection models nether a caller marque would signify a cleanable interruption from the past. But if Apple were to rebrand Apple Intelligence/Siri, this could beryllium interpreted arsenic an implicit acknowledgement that its archetypal AI strategy has failed.

There is besides the information that Siri is already indelibly intertwined with Apple Intelligence successful the nationalist consciousness. Given the magnitude of selling that has been spent connected Apple Intelligence, oregon "AI for the remainder of us," arsenic Apple calls it, it's just to respond to Kuo's assertion astir a rebranding with immoderate skepticism.

If Apple does person plans to rebrand Siri to motorboat the AI chatbot it has been moving connected – said to beryllium connected par with caller ChatGPT models – past a caller sanction and persona for the virtual adjunct could perchance revitalize its image. But Apple would person to guarantee that immoderate caller merchandise lives up to its promises, different different misstep could beryllium perchance disastrous.

Either way, we'll larn much astir Apple's plans precise soon.

Apple's WWDC 2025 keynote volition statesman connected Monday, June 9 astatine 10:00 a.m. Pacific Time. Apple volition unrecorded watercourse the lawsuit connected its website, connected YouTube, and successful the TV app. If you're not capable to ticker live, we'll person a unrecorded blog and sum of the announcements present astatine MacRumors, positive we'll beryllium unrecorded tweeting the lawsuit connected the MacRumorsLive account.
This article, "Could Apple Ditch Siri Name successful Major AI Rebrand astatine WWDC?" archetypal appeared connected MacRumors.com

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