Apple is reportedly preparing a major overhaul of Siri that could introduce automatic chat deletion features as the company tries to reposition its voice assistant in the intensifying AI race.
According to Bloomberg, the revamped Siri experience could allow users to automatically erase conversations after 30 days or one year, while also giving users the option to keep chats indefinitely. The feature is expected to mirror privacy controls already available in Apple’s Messages app.
The changes are expected to be unveiled at Apple’s Worldwide Developers Conference in June as part of a broader Siri redesign tied to iOS 27. Reports suggest the company is developing a more advanced standalone Siri app designed to function more like conversational chatbots such as ChatGPT and Claude.
Privacy is becoming a central part of Apple’s strategy as the company attempts to differentiate itself from rivals in the AI sector. Unlike many competing AI platforms that retain conversations for extended periods to improve models and personalize responses, Apple is expected to emphasize tighter limits on data storage and memory retention.
Previous media reports indicate that Apple executives plan to market Siri as a more privacy focused AI assistant, especially as concerns continue growing globally about how AI companies collect, store and use user conversations.
The revamped Siri may also rely partly on Google’s Gemini models for some AI capabilities, highlighting how Apple is increasingly partnering with outside AI firms while still attempting to maintain strong control over privacy and device integration.
Apple has faced mounting criticism over delays to its AI strategy. The company first announced a major Siri upgrade in 2024 under its Apple Intelligence initiative, but the rollout has repeatedly slipped amid technical challenges and rising competition from OpenAI, Google and Anthropic.
Industry analysts say the latest redesign is critical for Apple as AI powered assistants become increasingly central to smartphones, search and personal computing. The company is under pressure to prove Siri can compete more effectively with newer conversational AI systems that have rapidly gained popularity worldwide.
Some reports suggest Apple may initially release the upgraded Siri as a beta product due to the complexity of the overhaul and the company’s cautious rollout strategy.
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Emmanuel Abara Benson is a business journalist and editor covering artificial intelligence, global markets, and emerging technology.
He has previously worked with Business Insider Africa and Nairametrics, reporting on finance, startups, and innovation.
His work focuses on AI, digital economy, and global tech trends.
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