June 11, 2025 – In a recent interview with The Wall Street Journal, Apple’s Senior Vice President of Software Engineering, Craig Federighi, and Senior Vice President of Worldwide Marketing, Greg Joswiak, offered insights into the company’s vision for Apple Intelligence and the evolving role of Siri, shedding light on Apple’s distinctive approach to artificial intelligence.
According to the interview, the Apple executives emphasized that Apple Intelligence is not a standalone application or a “destination” for users. Instead, it functions as an underlying framework designed to enhance the everyday experience of using Apple devices. The goal is to make AI technology work seamlessly in the background, often without users even realizing its presence.
Unlike the prevalent chatbot models in the market, Apple is focusing on a strategy of seamless integration, prioritizing user experience above all else. When questioned by reporter Joanna Stern about the practicality of Apple Intelligence and whether it could “keep up with the competition,” Joswiak acknowledged that Apple’s strategy diverges significantly from others in the industry.
Joswiak explained that Apple has no immediate plans to develop a separate AI application or chatbot. Instead, the company is embedding AI directly into its operating systems to create a personalized, contextualized interaction experience that spans across devices. To achieve this, Apple has partnered with ChatGPT, allowing users to access cutting-edge tools while maintaining the privacy and security inherent in Apple’s ecosystem.
Federighi chimed in, adding that Apple doesn’t need to provide every technology in-house. Just as no one questions why Apple doesn’t operate a shopping platform like Amazon or create a competitor to YouTube, AI chatbots are not part of Apple’s core objectives.
The interview also touched on the future of Siri, suggesting that while large language models (LLMs) might be integrated into Siri’s backend, Apple remains steadfast in its decision not to launch a standalone AI application. This approach underscores Apple’s commitment to enhancing user experience through integration rather than fragmentation, ensuring that AI serves as an invisible yet powerful ally in the daily lives of its users.
