Apple introduced Siri AI at WWDC this week. Two details matter for search marketers more than anything else in the keynote.
Siri can now pull up-to-date information from the web and generate answers on virtually any topic. And it’s built into Spotlight on iPad and Mac, where people already type questions.
The press releases don’t address what websites get back. The closest Apple comes is an updated Applebot support page, which says web answers may include links to sources. Apple doesn’t explain when links appear, how often, or how anyone would measure them.
A site could appear in Siri’s answers every day, or never, and see the same data either way.
What Apple Announced
Siri AI is a new version of Siri, rebuilt on the next generation of Apple Intelligence. Apple describes it as a conversational assistant with personal context understanding, broad world knowledge, and onscreen awareness.
Craig Federighi, Apple’s senior vice president of Software Engineering, said in the announcement:
“We’re excited to introduce Siri AI, a dramatically more capable and conversational assistant designed to help users find information and get things done throughout the day. With access to broad world knowledge for up-to-date answers on virtually any topic, along with onscreen awareness and personal context understanding, Siri AI can help users take action across apps more naturally than ever.”
Three parts of the announcement matter for search.
The first is web answers. Apple says Siri can “get up-to-date information from the web on virtually any topic and generate a helpful answer.” Users can extend almost any response into a conversation and ask follow-up questions.
The second is where Siri now lives. A dedicated Siri app syncs conversations across devices through iCloud. On iPad and Mac, Siri AI sits inside Spotlight so users can search for answers to almost any question. On iPhone, a swipe down from the Dynamic Island starts a conversation. Systemwide context menus let users ask about images, files, or on-screen text. Apple adds that personal context extends to third-party apps that integrate with Spotlight.
The third is Visual Intelligence. A new Siri mode in the iPhone Camera app lets users get information about whatever is in front of them. Visual Intelligence also comes to iPad and Mac for the first time.
The rollout happens in stages. Siri AI arrives as a user beta later this year, in English first. The broader Apple Intelligence features reach users this fall with iOS 27. Siri AI won’t initially be available in the EU on iOS, iPadOS, and watchOS. The new features also won’t be available in China while Apple works through regulatory requirements.
How We Got Here
Bloomberg first reported in March 2024 that Apple was in talks to build Gemini into the iPhone. The discussions resurfaced during Google’s antitrust remedies trial last spring. Sundar Pichai testified that Google hoped to reach an agreement with Apple by mid-2025.
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