Descriptions:
Bloomberg’s Mark Gurman delivers an exclusive pre-WWDC look at Apple’s most significant Siri overhaul in the assistant’s 15-year history, coming with iOS 27 this fall. The redesign introduces two distinct components: a standalone Siri app comparable in concept to ChatGPT, and a new system-wide interface called ‘Search or Ask,’ accessible by swiping down from the top-center of the iPhone. That second interface functions as a device-wide AI agent capable of completing tasks, searching on-device content, and querying the open web — essentially a Perplexity-style search experience built and designed entirely by Apple.
Gurman confirms that the underlying AI models powering these new Siri capabilities run on Google’s Gemini technology and Google Cloud infrastructure, a backend dependency Bloomberg had previously reported. With the new Siri deployed across iOS, macOS, and iPadOS on more than 2 billion devices, Apple’s entry into the conversational AI space poses a direct distribution threat to ChatGPT (approaching a billion users), Google Gemini, and Anthropic’s Claude. OpenAI has reportedly explored legal responses.
Gurman argues that while ChatGPT holds the stronger consumer brand — and Siri’s brand remains a liability — Apple’s system-level integration and install base give it unmatched reach. In the near term, the overhaul is likely to introduce conversational AI to hundreds of millions of users who have never engaged with a chatbot, regardless of how technically competitive the product is at launch.
📺 Source: Bloomberg Technology · Published May 28, 2026
🏷️ Format: News Analysis
