Apple appears to be turning a corner on its much-criticized artificial intelligence strategy. According to Mark Gurman of Bloomberg, the company's revamped Siri is now considered good enough to ease what insiders have called Apple's "AI crisis" — a period of embarrassment in which the company fell visibly behind rivals like Google and Microsoft in bringing useful AI features to consumers.
The bigger news may be what's coming in iOS 27. According to Bloomberg's sources, internal builds of the operating system already include the ability to tap third-party AI models beyond OpenAI's ChatGPT — the only outside model Apple currently supports. That means iPhone users could eventually choose from a range of AI providers to power Siri and other on-device features, rather than being locked into a single partnership.
Apple struck a deal with OpenAI last year to integrate ChatGPT into its devices, but the arrangement was widely seen as a stopgap while the company worked to rebuild Siri from the ground up. The new capability, if it ships, would give Apple a more flexible and competitive position — and give users more choice over which AI company handles their requests.
Bloomberg also notes that Apple is simultaneously preparing other major hardware moves, including a foldable iPhone and a touch-screen MacBook, suggesting the company is betting on a broad platform refresh to recapture momentum.
This matters because Apple controls the smartphone experience for roughly a billion people — if Siri finally works well and opens up to multiple AI providers, it could reshape which AI companies gain mainstream reach.