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For Apple to maintain its competitive edge, Siri needs these unreleased features
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Apple is preparing significant upgrades to Siri in iOS 18 that leverage artificial intelligence capabilities through Apple Intelligence. While some new features are already available, three major AI-powered capabilities remain in development and could prove crucial for Apple’s competitive position in the voice assistant market.

Current state of Siri: The iOS 18 update has introduced ten new features to Siri, including improved request handling, conversational context, and ChatGPT integration, but the most transformative changes are still unreleased.

  • A new visual design replaces the floating orb with a rainbow glow around device edges
  • Siri now features more natural voice synthesis and improved predictive text capabilities
  • Integration with ChatGPT allows Siri to handle more complex queries while maintaining user privacy
  • Enhanced product knowledge enables Siri to answer questions about Apple features and settings

Upcoming features: Three unreleased capabilities could fundamentally change how Siri understands and interacts with user content and device functions.

  1. Personal Context Understanding will allow Siri to access and comprehend emails, messages, photos, and files to provide personalized responses
  2. Onscreen Awareness will enable Siri to interact with visible content, such as responding to questions about information displayed in messages
  3. In-App Actions will expand Siri’s ability to perform tasks across both Apple and third-party applications

Technical implementation: Apple’s position as the platform operator provides unique advantages in implementing these AI features.

  • All processing occurs on-device using Apple Intelligence’s language models
  • Deep integration with iOS allows for seamless operation across system applications
  • Privacy-focused design ensures user data remains protected while enabling advanced functionality

Market implications: The success of these features could significantly impact Apple’s competitive position in the AI assistant space.

  • Strong implementation could cement Siri’s position as the premier voice assistant for iOS
  • Weak execution might lead to calls for Apple to allow third-party voice assistants as system defaults
  • Competition from standalone AI devices puts pressure on Apple to deliver compelling voice assistant features

Strategic considerations: The timeline for implementing these features is crucial for Apple’s AI strategy.

  • Some features expected in iOS 18.4 beta may be delayed until iOS 18.5
  • Development progress could influence Apple’s AI announcements at WWDC 2025
  • Success or failure of these features may impact iPhone’s appeal to AI-focused consumers

Looking ahead: The implementation of these three AI features represents a critical juncture for Apple’s voice assistant strategy. While blue iMessage bubbles currently help retain users in the Apple ecosystem, the growing importance of AI assistants means Siri’s capabilities could become an equally significant factor in platform loyalty.

Apple’s competitive edge in AI hinges on these three unreleased Siri features

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