Apple’s decision to rebuild Siri as a conversational chatbot feels less like innovation and more like a necessary reset. With the revamped Siri expected to launch alongside iOS 27, Apple is clearly responding to how fast user expectations around AI have changed.
Key highlights
Internally codenamed “Campos,” the new Siri will support both voice and text, moving beyond command-based interactions into continuous conversations. This signals a shift from utility to intelligence.
Another notable development is Apple’s reported choice of Google’s Gemini as its AI partner, after evaluating OpenAI and Anthropic. This suggests Apple is prioritizing scale, stability, and maturity over exclusivity.
Most importantly, this move reflects competitive pressure. Conversational AI has become the default expectation, not a premium feature.
What this means for a marketer
For marketers, this reinforces a critical shift: interfaces are becoming conversational by default. Search, discovery, and support will increasingly happen through dialogue, not dashboards.
Brands that understand intent, context, and ongoing interaction will win. Those still optimizing only for clicks and keywords will struggle to stay relevant.
Source: https://techcrunch.com/2026/01/21/apple-plans-to-make-siri-an-ai-chatbot-report-says/
