Craig Federighi faces pressure from CEO John Ternus to close the gap with OpenAI’s Dots, Meta’s Muse, and xAI’s Grok.
Apple is accelerating work on a more capable Siri, and the next releases hand the assistant control over Apple’s own apps and then third-party services. Bloomberg’s Mark Gurman reports that the first wave lets Siri rotate and crop images in Photos and organize Safari tabs, and Apple plans to ship those features in iOS 27.3.
The pressure comes from the top. Gurman says CEO John Ternus is pushing AI czar Craig Federighi to accelerate the Siri roadmap and deliver an agent that can match OpenAI’s Dots, Meta’s Muse, and xAI’s Grok. Apple shipped a working Siri AI build on a short timeline, yet the company holds no illusion that it is keeping pace.
For teams that build ordering, booking, or scheduling flows, the deeper change arrives in spring, when Gurman expects third-party integration. Siri would then place a Grubhub order or book an OpenTable reservation on a user’s behalf. Those surfaces give operators a new channel to instrument and test, and they reward clear task definitions.
Gurman says Apple eventually wants Siri to handle ongoing tasks: tracking goals, deciding the next step, and continuing without a prompt for each action. He believes Apple can move Siri closer to an agent as early as next year, driven by consumer and market demand. The shift pushes Siri from a command-response assistant toward a persistent worker that holds objectives and pursues them step by step.
What matters
- Bloomberg reports first-party app control lands in iOS 27.3, and third-party access follows in spring.
- Builders of order and booking flows should expect voice agents to trigger those actions, not manual taps.
- Watch whether Siri adds persistent goal tracking next year, a capability Gurman says rivals already ship.
Why it matters
Watch whether Siri adds persistent goal tracking next year, a capability Gurman says rivals already ship.
This GenAI News article was prepared in original wording using reporting and materials published by The Verge. Source reference: https://www.theverge.com/ai-artificial-intelligence/1029552/apple-siri-ai-agentic.
Drafted by the GenAI News review pipeline.