Apple’s forthcoming Siri updates are focused on providing utility and assisting users with tasks, rather than acting as an AI companion or engaging users in conversational loops, according to software engineering chief Craig Federighi. In an interview following WWDC, Federighi explicitly stated that Siri will not function as an “AI girlfriend” or “AI boyfriend,” a deliberate design choice to differentiate Apple’s approach from other AI companies.
Focus on Utility Over Engagement
Federighi explained that many current AI chatbots prioritize user engagement and may encourage personal disclosures to build a connection. In contrast, Apple’s design for Siri is centered on its role as a helpful assistant. “Siri really wants to say ‘Listen, that’s not what I’m here for,'” Federighi said. “I’m here to help you. I can help you get things done. I can help you learn about the world.’ But if you try to engage Siri as a romantic partner, Siri’s not up for that. Siri’s 100 percent not into that.”
Greg Joswiak, Apple’s marketing chief, echoed this sentiment, stating the company does not develop AI for its own sake. Instead, Apple aims to integrate AI seamlessly into existing iPhone features, making technology less conspicuous. “We like when technology disappears, right? You just focus on what you want to do, or you focus on the content. And it’s the same thing with AI,” Joswiak commented. He added that users should not need to be “prompt experts” to utilize AI features, with the goal being to enhance products and features organically.
Privacy as a Core Principle
Federighi emphasized Apple’s commitment to privacy in its AI development. He highlighted the distinction between data stored on a user’s iPhone and data known by Apple as a company. “Your iPhone is yours, right? Your data is yours and it stays on your phone and your control and Siri is using it for you,” Federighi stated. He asserted that Apple does not access this personal data, which he considers a significant difference from many other players in the AI space.
The interview touched upon various other topics, including child safety measures, the potential impact of AI on jobs, and new features planned for iOS 27. The discussion also covered Apple’s 50th anniversary, the future outlook for AI, and methods employed by scammers.
Mitchell Landsberg is the senior reporter for News Raise and focuses on Technology. Mitchell regularly writes about social media platforms and how influencers, industry and general people use them to communicate and make money.
