Apple is preparing to unveil a major overhaul of Siri that will transform the voice assistant into a chatbot-style experience, according to a new report.
At a Glance
- Siri revamp will add text-based chatbot features
- Internal codename is “Campos”
- Will debut in iOS 27 and could headline WWDC in June
- Why it matters: Apple is racing to catch up in the AI wars after falling behind OpenAI and Google
The shift marks a dramatic change in strategy for Apple, which has long resisted turning Siri into a conventional chatbot. Sources told Bloomberg’s Mark Gurman that the upgraded assistant will accept both voice and text inputs, mirroring the flexibility of ChatGPT and other generative-AI services.
From Voice-Only to Full Chatbot
Apple senior vice president Craig Federighi had previously argued against a chatbot approach. He told teams he wanted Apple’s AI to be “integrated so it’s there within reach whenever you need it,” rather than a standalone conversational interface. Those priorities have now reversed under pressure from competitors.
Apple’s AI Struggles
Apple has repeatedly delayed a promised “more personalized Siri,” missing internal deadlines and leaving users with incremental updates. Last year the company shopped for an outside AI partner, running pilots with:
- OpenAI
- Anthropic
Neither deal materialized. Instead, Apple struck a pact with Google earlier this month to weave Gemini technology into future products.
Hardware Threat From Former Apple Designer
The urgency is heightened by reports that OpenAI is developing its own hardware device. Leading the effort is Jony Ive, the former Apple design chief who shaped the iPhone, iPad, and iMac. A consumer AI gadget from OpenAI could bypass Apple’s ecosystem entirely and siphon users from Siri.
What Campos Could Deliver
While technical details remain under wraps, people briefed on the project expect Campos to:
- Support multi-turn conversations that remember context
- Handle complex queries that today force users to open apps
- Offer text input alongside traditional voice commands
- Appear as a system-wide overlay, not just inside Siri’s card
The feature is being positioned as the centerpiece of iOS 27, which Apple will preview at its annual WWDC conference in June.
Market Pressure Mounts
Apple’s AI lag has become a liability. ChatGPT reached 100 million users in two months, while Siri has seen minimal upgrades since its 2011 launch. Rivals have raced ahead:
| Company | Consumer AI Product | Launch Year |
|---|---|---|
| OpenAI | ChatGPT | 2022 |
| Bard (now Gemini) | 2023 | |
| Microsoft | Copilot | 2023 |
| Apple | Campos (planned) | 2026 |
Wall Street analysts have pressed Tim Cook for a cohesive AI story, warning that iPhone sales could suffer if the on-device experience feels outdated.
Key Takeaways
- Apple is scrapping its anti-chatbot stance under competitive heat
- Campos will blend voice and text, marking Siri’s biggest shift since launch
- A formal reveal is slated for WWDC ahead of iOS 27
- The move comes as OpenAI, led by ex-Apple designer Jony Ive, eyes hardware
