Apple Revamps AI Strategy, Emphasizing Chatbots and Overhauling Siri

Bibhu Pattnaik

September 28, 2025

In a significant shift in its artificial intelligence (AI) strategy, Apple Inc. (NASDAQ: AAPL) is reportedly prioritizing chatbot-like experiences and overhauling its Siri voice assistant.

Bloomberg's Mark Gurman, in his latest "Power On” report revealed that Apple’s AI strategy, unveiled last year, has been less than impressive. The company’s previous dismissal of chatbot-driven approaches has proven to be an expensive misstep.

While Apple did incorporate OpenAI’s ChatGPT into Siri, the integration was superficial, driving users seeking a genuine chatbot experience towards standalone OpenAI apps.

The tech giant is now recognizing the significance of a ChatGPT-like experience as a vital component of a comprehensive generative AI strategy.

A new team, Answers, Knowledge and Information (AKI), has been established to create products for retrieving general knowledge, a field where chatbots excel.

Apple is also working on an AI-powered web search tool, moving the company closer to a ChatGPT-like experience. At the heart of this strategy is a redesigned Siri, code-named Project Linwood, which is expected to launch as early as next March.

Also Read: Apple’s iPhone 17 Pro Sparks Renewed Interest Despite AI Challenges

Linwood will merge an external model, likely Google’s Gemini, with technology from Apple’s own Foundation Models group.

The revamped Siri will power web search, fulfill Siri requests using on-device data, and enable complete iPhone navigation through voice control.

Apple has developed an internal chatbot app, code-named Veritas, to test the new Siri technology. The app allows for submitting queries without voice interaction.

However, Apple does not currently plan to offer the chatbot to consumers, opting to use it for testing the new Siri’s functionality.

This shift in AI strategy signifies Apple’s recognition of the growing importance of chatbot-like experiences in the tech industry. The company’s previous dismissal of chatbot-driven approaches resulted in a less than satisfactory user experience.

By revamping Siri and focusing on chatbot-like experiences, Apple is aiming to regain its competitive edge in the AI landscape. The formation of the AKI team and the development of an AI-powered web search tool further underscore Apple’s commitment to improving its AI offerings.

The success of this strategy could potentially redefine Apple’s position in the AI industry.

October 16: D-Day For The Dollar - Ad

Trump Signs Law to Launch Dollar 2.0 - Ad

Why Is Wall Street Moving Their Money Overnight? - Ad

A new ETF from Tom Lee shares 10 stocks in common with Cathie Wood's Ark Funds. A look at the stocks both well-known financial figures like.

America Has A New No. 1 Beer — And It's Got Bud Light DNA

When it comes to beer in the United States, there's a new bestselling brand.

Why Are Wall Street Insiders Moving Their Money to This One Asset?

Why Are Wall Street Insiders Moving Their Money to This One Asset? - Ad

Something far more consequential for your money than tariffs is unfolding behind the scenes... Tucked inside this overlooked directive is a plan set to be executed for the first time in in U.S. history. One Stansberry Research's Senior Partner says it's set to trigger a rare window for potentially explosive gains in ONE asset immediately. (Not AI or crypto). Wall Street insiders are already positioning themselves... and he insists you should, too, before it's too late.

Trump moves toward deal to give US an equity stake in company developing Nevada lithium mine

WASHINGTON (AP) — The White House is moving forward with a deal that would allow the U.S. government to take a small equity stake in a Canadian company that is developing one of the world's in northern Nevada, an official said.

Trump approves Alaska mining road to boost copper, zinc production

WASHINGTON (AP) — President Donald Trump on Monday ordered approval of a proposed 211-mile road through an Alaska wilderness to allow mining of copper, cobalt, gold and other minerals.

Nvidia CEO Makes First Ever Tesla Announcement

Nvidia CEO Makes First Ever Tesla Announcement - Ad

While Tesla's car sales slump, Nvidia's CEO says Tesla could lead a multi-trillion-dollar AI revolution. He's backing what's being called "Manifested AI" - a 25,000% growth market. And one tiny stock, 168x smaller than Nvidia, could be your way in before the world catches on.

What Freeport's Mud Rush Disaster Means For Its Stock

Freeport-McMoRan Inc. (NYSE: FCX) is facing a sharp financial hit following a deadly mud rush at its Grasberg Block Cave mine in Indonesia on September 8, which claimed two lives and left five workers missing.

Silver Nears $50 Amid Inventory Crisis, Outpacing Gold

Silver prices closed last week at multi-year highs, coming within reach of their 2011 peak of $49.95 per ounce.

Is Elon's Empire Crumbling?

Is Elon's Empire Crumbling? - Ad

Jeff Brown - the legend who called Tesla and Nvidia early - says Elon is about to launch a $25T AI revolution. This isn't another chatbot. It's real-world AI that could 14X the impact of ChatGPT. But after October 23rd, it may be too late.

Senate confirmation of Trump nominee cements his shake-up of top civil rights agency

The Senate confirmed President Donald Trump's pick to fill a critical vacancy at the top agency for worker rights, restoring it to the full power needed to deepen his overhaul of civil rights enforcement.

Europe urgently needs to solve its Russian drone problem, Baltic officials say

VINSKI, Estonia (AP) — Estonia is extending a fence along its border with Russia and building anti-tank ditches and bunkers in preparation for a potential conflict with Moscow. But those defenses won’t guard against the threat it and its NATO allies face from Russian drones and .

Elon's New Device Could Launch Biggest IPO of the Decade

Elon's New Device Could Launch Biggest IPO of the Decade - Ad

Elon Musk's new device is being called a "game-changer"-and even the White House is using this tech. Jeff Brown says it could launch Musk's next trillion-dollar company and make early investors rich. You can claim a stake now for as little as $500.

Boeing Settles Wrongful Death Lawsuit Over Former Worker's Suicide Amid Whistleblower Retaliation Claims

The Boeing Co. (NYSE: BA) reached a $50,000 settlement on Friday with the mother of John Barnett, a deceased whistleblower, resolving wrongful death claims in U.S. District Court in South Carolina.

Stocks Ease, Delta Air Lines, Pepsi Jump On Strong Earnings: What's Moving Markets Thursday?

U.S. stocks edged lower on Thursday, pausing after a record-setting run. The S&P 500 slipped 0.4% by midday in New York, retreating from an all-time high of 5,674 hit at the open.

Elon's $25 Trillion Confession

Elon's $25 Trillion Confession - Ad

Elon Musk: "Tesla will become a $25 trillion company." That would make Tesla 8x bigger than Apple today. How is that possible? He admits it's all thanks to this one AI breakthrough that will take AI out of our computer screens and manifest a 250x boom here in the real world.

Ford CEO's Son opts For Mechanic Career Over College, Asks 'I Don't Know Why I Need To Go To College'

Ford Motor Company's CEO, Jim Farley, shared that his son has chosen to become a mechanic instead of attending college.

Bitcoin, Dogecoin, XRP Gain, While ETH Dips Further: Analytics Firm Sees 'Calm Before The Storm' On These BTC Indicators

Leading cryptocurrencies edged higher on Wednesday, but overall market sentiment remained cautious and marked by “Fear.”

Claim Your Share of $5.39 Billion in AI Equity Checks

Claim Your Share of $5.39 Billion in AI Equity Checks - Ad

Virtually every AI model is built off stolen data...so it's only fair that you deserve some kind of compensation...And the U.S. government seems to agree. Which is why you could now receive as much as $3,452.50 per month on average from "AI Equity Checks."

Western Digital Stock Rises As Analyst Sees Upside Ahead

Shares of Western Digital Corporation (NASDAQ: WDC) are up Monday following positive analyst coverage from Rosenblatt. Here’s what you need to know.

Anthony Scaramucci Once Said Act 'Dead' When Making Decisions About Bitcoin — A Lesson He Learned The Hard Way While Working With Trump

Anthony Scaramucci, founder of SkyBridge Capital and longtime Bitcoin (CRYPTO: BTC) bull, once said that the biggest mistake investors can make is letting pride and ego guide their decisions — a lesson he learned in politics and now applies to cryptocurrency.

The Tesla Shock Nobody Sees Coming

The Tesla Shock Nobody Sees Coming - Ad

While headlines scream "Tesla is doomed"...Jeff Brown has uncovered a revolutionary AI breakthrough buried inside Tesla's labs. One that is helping AI escape from our computer screens and manifest itself here in the real world all while creating a 25,000% growth market explosion starting as early as October 23rd.

Rocket Lab CEO Eyes NASA Collaborations On Possible Mars, Venus Missions Amid Potential Signs Of Life On Red Planet

Rocket Lab CEO Peter Beck interested in collaborations with NASA for Mars and Venus exploration missions amid possible life signatures.

State of Connecticut settles lawsuit over convict's killing of visiting nurse for $2 million

HARTFORD, Conn. (AP) — Connecticut officials have agreed to a $2.25 million settlement of a lawsuit over a sex offender's killing of visiting nurse Joyce Grayson at a halfway house in 2023 — a case that for home health care workers across the country.

October 16: D-Day For The Dollar

October 16: D-Day For The Dollar - Ad

A quiet shift in U.S. law has just authorized private companies to mint a new form of government-authorized money called the "Dollar 2.0"... and the next major mint hits on October 16. Investors who make the right moves before then could make up to 40X by 2032...

A prolonged US government shutdown could impact your travel plans

If a goes on long enough, it could throw a wrench in travel plans, potentially leading to longer airport wait times, flight delays and even cancellations.

Can Oklo Turn Its Reactor Dream Into Real Profits?

Oklo Inc. (NASDAQ: OKLO) is breaking ground on its first Aurora reactor, signaling its push towards commercial nuclear energy.

Trump Signs Law to Launch Dollar 2.0

Trump Signs Law to Launch Dollar 2.0 - Ad

Trump just signed law S.1582, unleashing the biggest money shift in 100+ years. For the first time since 1913, private firms - not the Fed - can mint a "Dollar 2.0." Treasury says it could drain $6.6T from banks and pay 10X current savings rates. Early investors in minting firms could see 40X returns by 2032.

Macron says a tanker off France is linked to Russia's shadow oil fleet

PARIS (AP) — French President Emmanuel Macron said Wednesday that an oil tanker off the French coast had committed “very serious wrongdoings” and linked it to , which is avoiding Western sanctions over Moscow's war in Ukraine.

Penguin Solutions Q4 Preview: Modest Beat Likely, Analyst Raises Price Target

Penguin Solutions expected to beat estimates in Q4 due to strong memory demand, according to Rosenblatt analyst. Price target raised.

Why Is Wall Street Moving Their Money Overnight?

Why Is Wall Street Moving Their Money Overnight? - Ad

Patrick Zalupski's group closes on its purchase of the Tampa Bay Rays

NEW YORK (AP) — A group led by Florida-based real estate developer Patrick Zalupski closed on its purchase of the Tampa Bay Rays on Tuesday, finalizing the sale of the team from former owner Stuart Sternberg.

Verizon, GE Vernova Launch Wireless Platform To Help Modernize America's Grid (CORRECTED)

Verizon and GE Vernova collaborate to modernize the power grid with MDS Orbit, providing secure wireless infrastructure to support critical operations.

Why Are Wall Street Insiders Moving Their Money to This One Asset?

Why Are Wall Street Insiders Moving Their Money to This One Asset? - Ad

Enanta's RSV Pill Shows Promise In Cutting Recovery Time For High-Risk Adults

Enanta Pharmaceuticals, Inc. (NASDAQ: ENTA) on Monday released topline data from RSVHR Phase 2b study of zelicapavir in outpatient adults with acute respiratory syncytial virus (RSV) infection who are at high risk of complications, including the elderly and/or those with congestive heart failure (CHF), chro

This Late-Stage Startup Plans 'Ultra-Large' Windrunner Aircraft To Solve US Military Logistics, Transport Chinooks And F-35

A late-stage startup, Radia, is proposing to use its colossal aircraft to transport military cargo, including fighter jets and Chinook helicopters.

Nvidia CEO Makes First Ever Tesla Announcement

Nvidia CEO Makes First Ever Tesla Announcement - Ad

Mysterious drone flights in NATO airspace have caused alarm across Europe. Here's what we know

BERLIN (AP) — Mysterious drone flights over the airspace of European Union member countries in recent weeks have alarmed the public and elected officials.

Analyst Expectations For American Express's Future

During the last three months, 10 analysts shared their evaluations of American Express (NYSE: AXP), revealing diverse outlooks from bullish to bearish. In the table below, you'll find a summary of their recent ratings, revealing the shifting sentiments over the past 30 days and comparing them to the previous months.

Is Elon's Empire Crumbling?

Is Elon's Empire Crumbling? - Ad

Ticketmaster to give fans more information after uproar in way Oasis tickets were sold in the UK

LONDON (AP) — A company that came under fire during the sale of tickets for British rock band this summer committed Thursday to a series of changes that aim to prevent fans being shocked by the price they end up paying.

Trending Now