Apple is preparing a major update to its voice assistant Siri, and privacy is expected to be one of its biggest selling points.
According to Bloomberg’s Mark Gurman, the revamped Siri will be showcased at Apple’s Worldwide Developers Conference in June, where the company will position it as a more privacy-focused alternative to other AI assistants.
The new version of Siri is widely seen as Apple’s attempt to compete more directly in artificial intelligence. As part of that strategy, Apple is expected to highlight stricter limits on how user data is stored and used compared to rivals like OpenAI and Google.
One major rumored feature is an automatic chat deletion option, similar to settings in the Messages app. Users could choose to have their Siri conversations deleted after 30 days, one year, or never, depending on preference.
Apple is also reportedly planning to introduce a standalone Siri app powered by Google’s Gemini model, giving users a more advanced chatbot experience closer to tools like ChatGPT.
However, Gurman notes that Apple’s heavy focus on privacy may also be a way to downplay Siri’s performance gaps compared to more advanced AI chatbots currently on the market.
Even with improvements, some of Siri’s underlying systems may still rely on external partners, including Google, which could complicate Apple’s privacy messaging.
