Apple considers third-party voice assistant defaults in EU amid Siri struggles

Apple‘s struggles to elevate Siri to match competing AI assistants have reached a critical juncture, prompting the company to consider allowing European users to choose third-party voice assistants as their default option. This potential concession signals a significant shift for Apple, which has historically maintained tight control over its ecosystem, and reflects growing pressure from both regulatory bodies and the rapidly evolving AI landscape where competitors like Google Gemini and ChatGPT have established clear technological advantages.

The big picture: Apple is reportedly planning to let European iPhone users select a default voice assistant other than Siri, according to a Bloomberg report citing insider sources.

• This move comes amid Apple’s ongoing difficulties in delivering promised AI upgrades to Siri that were first unveiled in June 2024.
• The company has already pulled various AI-focused advertisements and “available now” claims from its Apple Intelligence webpage as the initially planned March 31 release date has come and gone with no new timeline announced.

What’s next: Google Gemini is expected to be added as a ChatGPT alternative in iOS 19, according to people familiar with Apple’s plans.

• This integration would complement Apple’s existing partnership with OpenAI, whose ChatGPT is currently the only AI assistant that Siri can defer to when unable to answer questions.
• The current implementation on Apple Intelligence-enabled iPhones (iPhone 15 Pro or newer) shows Siri’s limitations, as it cannot independently answer questions like “How does CRISPR DNA editing work?”

Why this matters: Apple executives view the AI gap as an existential threat to the company’s future market position.

• Eddy Cue, Apple’s Senior Vice President for Services, has expressed concerns that “AI could do to Apple what the iPhone did to Nokia” and has testified in court that the iPhone could potentially become irrelevant within a decade.
• A senior member of Apple’s AI team bluntly described the situation as “a crisis… It’s been sinking for a long time.”

Behind the numbers: User behavior is already shifting away from traditional information gathering methods that Apple has long dominated.

• According to Cue’s court testimony, Google searches on Apple devices declined last month for the first time in 22 years, as users increasingly turn to AI tools instead of search engines.
• This behavioral change threatens Apple’s established business model, including its lucrative arrangement with Google to remain the default search engine on Safari.

The regulatory angle: Apple’s potential concession on default voice assistants also comes in response to mounting regulatory pressure in the European Union.

• The company has already faced fines for requiring users to use its App Store exclusively.
• Allowing third-party voice assistant defaults would align with the EU’s Digital Markets Act requirements for more open competition on digital platforms.

The bottom line: Though Apple maintains a dedicated customer base, the AI capability gap could become decisive for less loyal users as artificial intelligence becomes more integrated into daily life.

• Opening its ecosystem to more capable voice assistants while working to improve Siri represents a pragmatic approach to maintaining market relevance during this transition period.
• This strategy requires Apple to balance its traditional “walled garden” philosophy with the practical realities of the current AI landscape.