Apple is making one of the riskiest decisions in its recent software history, with plans to completely overhaul Siri later this year. According to reports from Bloomberg News, the Cupertino-based giant intends to replace the assistant’s current, outdated interface with a new solution codenamed ‘Campos’. The move is not just a product update, but a strategic necessity after last year’s implementation of the ‘Apple Intelligence’ suite was met with a cool reception from the market and investors, who are still waiting for a convincing answer to the dominance of OpenAI and Microsoft.
A key piece of this puzzle is Tim Cook’s surprising pragmatism. Apple, a company renowned for its vertical integration and self-sufficiency, struck a deal with Google earlier this month. Campos is to be powered by Gemini models, a significant win for Alphabet, but also a signal that Apple’s own language models are not yet ready to compete independently at the highest level. The new chatbot is to be based on technology comparable to Gemini 3, known internally at Apple as ‘Apple Foundation Models version 11’. This technological background is expected to allow Siri to switch seamlessly between voice and text modes, offering deep integration with iOS, iPadOS and macOS that has been missing from the ecosystem so far.
For businesses and developers, this represents a potential paradigm shift in the way users interact with apps on iPhones. If Campos does indeed offer the level of contextual understanding known from leading LLM models, the ‘app economy’ could evolve towards an ‘action economy’ performed directly by the assistant.
Apple’s ambitions go beyond smartphones alone, however. In parallel to the software work, a new category of hardware is being developed in Cupertino’s labs. The Information reports on a wearable device being designed – a pin powered by artificial intelligence, equipped with cameras and microphones. Although this device is not expected to be released until 2027, this indicates a long-term strategy in which AI frees the user from the screen. For now, however, the priority remains saving Siri’s reputation and proving to Wall Street that Apple can still define standards in the tech industry.
