Apple is set to significantly upgrade its voice assistant, Siri, as part of a comprehensive overhaul aimed at enhancing user experience and competitiveness. Bloomberg’s Mark Gurman scooped this on September 3, 2025, with the news that this upgrade would include a generative AI web search engine. With so much focus on artificial intelligence now, this tool might be powered by Google’s new Gemini technology.
Apple has huge ambitions for Siri and wants to make sure he’s a serious, heavyweight competitor. This change comes as the company challenges front-running AI models from OpenAI and Google. This new search feature will fundamentally alter how users will search with Siri. It has the potential to provide citizens with more precise and contextually appropriate responses to their inquiries.
Indeed, over the past several years, Apple has tried to double down on its digital assistant prowess. Enter the Spotlight from the tech giant. This regular feature provides clear and simple answers to common questions on high-interest topics like actors, musicians, TV shows, and movies. Spotlight allowed users to get info without wading through clunky old-fashioned web searches, cutting down on the hassle of searching for simple questions.
The new, AI driven functionality coming to Siri would go even further to expand this immediate access to information. Google’s new Gemini technology promises users more intuitive and personal search capabilities. These improvements are a marked departure from the old constraints of Spotlight. Clearly, the objective is for Siri to respond instantly. We hope for her answers to be substantive and topical.
Image credits Brian Heater for TechCrunch. Original text capture of input photo used to demonstrate the new Siri, in favor of Apple’s update today. This picture is a great representation of Apple’s innovative mindset, selectively introducing new, powerful features within the context of its newest device. The visual can be accessed at TechCrunch.
This most recent update is a powerful signal on Apple’s seriousness about moving its digital assistant technology forward. By leveraging cutting-edge AI developments, Apple aims to keep pace with industry leaders while providing users with an improved and more efficient experience.