Apple Revamps Siri with Google and Nvidia's Help, But EU Users Are Left Behind

The latest iteration of Siri, dubbed Siri AI, boasts system-wide actions, on-screen content reading, and personal context pulling from messages, emails, and photos. This significant overhaul is the result of a collaboration between Apple and Google, with the two tech giants working together to develop Apple's foundation models. Notably, Apple has clarified that it does not use the Google Assistant or Google Search as a knowledge base, instead relying on its own World Knowledge Service, which has been built over several years. The Apple Foundation Models consist of five models, with the top-tier AFM Cloud Pro running on Nvidia GPUs inside Apple's Private Cloud Compute infrastructure, which has been expanded into Google Cloud. This infrastructure allows for more complex queries to be processed in the cloud, while a System Orchestrator decides whether a query gets processed locally or in the cloud, ensuring a balance between performance and privacy.

The new Siri AI also features a dedicated app that syncs conversations across all devices via iCloud, allowing for a more seamless user experience. Additionally, the camera module has been upgraded with a new Siri mode, enabling users to point their camera at a restaurant receipt to split the bill with Apple Cash or aim at a plate to get nutritional information. This Visual Intelligence feature is also set to be integrated into visionOS, further expanding the capabilities of Apple's virtual assistant. Furthermore, Apple Intelligence will be able to change compromised passwords automatically, adding an extra layer of security for users. In terms of hardware requirements, the best on-device features will require newer hardware with at least 12 GB of RAM, which may leave some older device users behind.

The decision to exclude EU users from accessing Siri AI on iPhones and iPads is a significant one, and is likely to be felt by many users in the region. This move is a result of the Digital Markets Act, which has imposed strict regulations on tech companies operating in the EU. While Siri AI will still be available on macOS and visionOS, the lack of availability on mobile devices may hinder its adoption in the region. In contrast, rival virtual assistants such as Amazon's Alexa and Google Assistant are widely available across multiple platforms, including mobile devices. This may give them an edge in terms of user adoption and market share, particularly in the EU.

Historically, Siri has lagged behind its competitors in terms of capabilities and user adoption. However, with this latest upgrade, Apple is clearly attempting to bridge the gap. The collaboration with Google and Nvidia is a significant one, and demonstrates Apple's willingness to work with other tech companies to improve its virtual assistant capabilities. The use of Nvidia GPUs in the cloud also marks a significant upgrade in terms of processing power, allowing for more complex queries to be processed quickly and efficiently. In terms of benchmarks, while no official scores have been released yet, Apple's AI lead has stated that the AFM Cloud Pro model is comparable in quality to Google's Gemini frontier models, which is a significant claim.

So what does this mean for users and developers? For everyday users, the new Siri AI offers a range of exciting features and capabilities, from system-wide actions to Visual Intelligence. For developers, the upgraded virtual assistant capabilities offer new opportunities for integration and innovation, particularly in areas such as password security and visual recognition. However, the exclusion of EU users from accessing Siri AI on mobile devices may hinder its adoption in the region. Overall, the revamped Siri AI is a significant upgrade for Apple, and demonstrates the company's commitment to improving its virtual assistant capabilities. As the AI landscape continues to evolve, it will be interesting to see how Siri AI compares to rival models from other providers, and how it will impact the wider AI ecosystem.