Apple has restructured its AI strategy under software chief Craig Federighi, accelerating plans to overhaul Siri by relying on external models. This marks a significant pivot after years of internal delays and organizational friction, with Federighi now directly overseeing the company's AI organization.

Federighi's shift follows his experimentation with ChatGPT in late 2022, which convinced him of large language models' potential. However, his cost-conscious approach contrasts sharply with rivals like Google and Meta, who invest billions in AI infrastructure. Apple is betting on on-device processing and its Private Cloud Compute system.

Apple announced plans in January to use Google's Gemini AI models for future Siri upgrades, aiming to ship a revamped assistant later this year. Despite this partnership, Apple continues developing its own on-device models and is reportedly considering acquisitions of firms specializing in model compression to reduce long-term dependence.