Apple AI Challenges: Can Siri Catch Up Against Rivals?

Author: Muhammad S

Apple is famous for reshaping industries, from music and smartphones to wearables. But when it comes to artificial intelligence, the company has been slower to deliver compared to competitors like Google, Microsoft, and OpenAI. Recent developments highlight both Apple’s AI challenges and its attempts to reset the narrative.

Siri’s Long-Awaited Makeover

For years, Siri has been criticized for feeling outdated next to assistants like Google Assistant or Alexa. At a recent staff meeting, Apple’s leadership admitted to delays and promised a “much bigger upgrade” than originally planned. This confirmation comes after June’s WWDC 2025 event, where flashy interface updates overshadowed AI progress. The market noticed Apple’s value reportedly dipped by over $70 billion after the keynote, as investors questioned the company’s direction.

Apple AI Challenges: Building vs. Buying

Traditionally, Apple has built its technology in-house. But AI is forcing a rethink.

• Acquisitions: Reports suggest Apple has looked at acquiring AI startups like Mistral and Perplexity.

• Partnerships: Apple is also rumored to be in talks with Google about integrating its Gemini model into Siri.

If true, this signals a major pivot: Apple leaning on external innovation instead of relying purely on its own R&D.

Legal Pressure from Rivals

As Apple moves deeper into AI, it faces legal pushback. Elon Musk’s xAI recently filed a lawsuit accusing Apple and OpenAI of limiting competition by tightly integrating ChatGPT into iPhones. The case claims Apple favors certain AI apps in its App Store rankings while sidelining others like Musk’s Grok. Whether the courts agree or not, the lawsuit adds more scrutiny at a sensitive time for Apple.

Apple’s Privacy-Driven Approach

Despite setbacks, Apple hasn’t abandoned its core values. The company’s new Apple Intelligence platform emphasizes privacy, offering on-device AI that protects user data while still delivering powerful features. Academic research shows Apple is building systems that can filter or rewrite sensitive information to guard against inference attacks. This privacy-first approach could become Apple’s biggest differentiator, even if it slows down rapid feature releases.

A Make-or-Break Year

Apple is at a turning point. On one hand, it faces delays, market disappointment, and legal challenges. On the other, it has the resources, user base, and brand loyalty to rebound. September’s upcoming event will be closely watched. If Apple can show meaningful progress, Siri might finally step into the AI spotlight. If not, the “intelligence gap” between Apple and its rivals will only grow wider.