The California-based tech giant, Apple Inc., has stepped up its artificial intelligence efforts as competition in the global tech sector intensifies, signalling a major shift in strategy.
In recent weeks, Apple has made several strategic moves to advance its AI capabilities, including hiring senior talent and preparing to overhaul its voice assistant technology to meet evolving industry standards.
On March 27, 2026, the company hired former Google executive Lilian Rincon as vice president of product marketing for artificial intelligence. Reporting to marketing chief Greg Joswiak, Rincon will lead efforts to rebuild Siri, Apple’s long-criticised virtual assistant, using advanced AI technologies.
Sources say the internal project, code-named “Campos,” aims to transform Siri into a full-fledged AI chatbot capable of competing with rival systems such as ChatGPT and Google’s Gemini.
Apple also plans to open Siri to third-party AI services, allowing users to route queries to external AI platforms through the assistant.
CEO Tim Cook has emphasised privacy as a key differentiator in the AI race. During a January 2026 earnings call, he said Apple is “integrating it across the operating system in a personal and private way” and highlighted the company’s combined approach to on-device and cloud-based AI.
Analysts and industry stakeholders see these moves as part of Apple’s strategy to strengthen software and services offerings, an area where competitors have traditionally led. The initiatives coincide with Apple’s 50th anniversary, underscoring the company’s need to adapt in an AI-driven technology landscape.
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