Since ChatGPT ignited the generative AI craze in 2022, tech behemoths across the globe have been pouring significant resources into the AI domain. Apple, though a latecomer to the AI race, is making strides to bridge the gap through strategic maneuvers. On one front, it is opening up the Siri ecosystem, enabling integration with external AI services like ChatGPT and Google Gemini, and breaking free from exclusive cooperation constraints. On the other hand, it is rolling out generous incentives to retain its key talent and expediting its product line reorganization.

Apple has plans to introduce a revamped version of Siri (internally codenamed 'Campos') at the 2026 Worldwide Developers Conference. This new iteration will be based on Google's Gemini model and will be deeply embedded within iOS, iPadOS, and macOS systems. It will support a range of functions, including voice and text interaction, web search, and content creation. Concurrently, Apple is developing a standalone Siri app featuring a chat bubble interface, which will allow users to view conversation history and search content across different sessions.

In addition, Apple is paying Google an estimated $1 billion annually to secure the usage rights of the Gemini model. Furthermore, it is exploring the possibility of hosting Siri's inference workloads on Google's TPU servers. These moves signify Apple's transition from a closed ecosystem to an open collaborative approach, with the aim of revamping its software ecosystem through AI and bolstering its market competitiveness.