May 20, 2025, 9:44 am | Read time: 3 minutes
Apple faces a major change to its voice assistant system.Apple is on the brink of a significant change to its voice assistant system: In the future, users in the EU will be able to replace Siri on iPhones, iPads, or the Apple Watch with third-party options such as ChatGPT, Google Gemini, or Alexa. This move is part of adjustments to new EU regulations and could significantly weaken Siri’s dominance.
In implementing the European Union’s Digital Markets Act (DMA), Apple plans to give its users significantly more freedom in choosing digital assistants. In the future, iPhone users in the EU will have the option to completely replace Siri—not just on the smartphone, but also on the iPad, Mac, and Apple Watch. According to a report from Bloomberg, the company is responding to regulatory pressure and preemptively fulfilling a promised obligation. The changes could have profound impacts on Apple’s assistant strategy.
Apple Responds to EU Requirements
By deciding to allow third-party voice assistants as alternatives to Siri, Apple is complying with the DMA’s requirements. The company had previously made openings in the App Store, web browsers, and messaging services to avoid potential fines. Now, the voice assistant system is also set to open, allowing users to decide whether to continue using Siri or opt for other systems.
Potential Siri alternatives include the voice mode of ChatGPT, Google’s Gemini, or Amazon’s Alexa. Other providers like Meta or Anthropic could also be supported in the future, although details on the technical implementation are still pending. A prerequisite for integration is the release of corresponding interfaces by Apple, as has already happened with other app categories.
Read also: Editor on new EU regulations for Apple: “This goes too far!”
Siri Falls Behind
Unlike the current solution—where complex queries are passed from Siri to ChatGPT—third-party providers could soon act directly as default assistants. This would make them accessible through system-wide gestures, such as holding down the side button on the iPhone. Functions like app launches, smart home device control, or voice navigation could also be handled by alternative assistants.
Despite earlier announcements, Apple has yet to implement significant improvements to Siri. A new version of Siri, fully based on large language models (LLMs) and internally referred to as “LLM Siri,” is in development but is not expected to be released before 2026. Until then, Apple relies on thousands of analysts in countries like Spain, Ireland, and Texas to assess the quality of generated outputs.
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Apple Needs to Catch Up
The slow development of Siri is apparently forcing Apple to change its strategy. Internally, there is concern that the current lag in artificial intelligence cannot be made up as in previous product cycles. The marketing department is also responding and plans to more clearly separate the “Siri” and “Apple Intelligence” brands to avoid further tarnishing the image of AI products. As a result, there will be no new Siri announcements at the upcoming WWDC.