It looks like Apple might finally be ready to wave goodbye to Siri—at least for users in Europe. After nearly 15 years of Siri being the go-to voice assistant on every iPhone, the tech giant is reportedly preparing to let EU customers swap it out for rival AI systems. This shift could make Siri feel like a relic of the past, as newer assistants powered by advanced large language models steal the spotlight.
Apple’s decision isn’t just about catching up with AI trends—it’s also driven by European antitrust regulations. Under the Digital Markets Act (DMA), Apple must open up its walled garden, giving users more freedom to choose default apps and services. That includes letting them pick an alternative to Siri when they hold down the side button on their iPhone.
ChatGPT and the Competition
One of the most talked-about options is ChatGPT. Bloomberg’s Mark Gurman reports that Europeans could soon ask ChatGPT, Perplexity, Claude or other AI assistants to handle their daily queries instead of Siri. Imagine asking your iPhone for directions or a weather update, and having ChatGPT walk you through it in a conversational, detailed way.
These “new kids on the block” are riding a wave of excitement thanks to their ability to generate human-like text, solve complex problems, and learn from context. Compared to Siri, which often relies on rigid scripts and limited data, large language models can craft nuanced responses, summarize articles, even draft emails on your behalf. For many Apple fans, that’s a no-brainer.
A Quiet Retirement for Siri?
If Apple follows through, Siri could be relegated to a backup role on iPhones and iPads in Europe. While other regions may continue to see Siri front and center, the EU rollout will let users set a competing assistant as the default. Once people realize how much more capable these new AIs are, it’s hard to imagine they’ll circle back to Siri.
Despite its loyal following, Siri has struggled with accuracy and context awareness. It often falls short when faced with multi-step requests or complex questions. Just ask any user who’s tried to get Siri to book a dinner reservation or analyze the sentiment of an email—chances are the outcome wasn’t exactly flawless.
What’s Next for Apple’s AI Strategy
Don’t count Siri out just yet, though. Apple is reportedly developing a next-generation voice assistant powered by its own large language model. But this new incarnation may launch quietly, separate from the core Apple Intelligence suite, rather than as an integrated Siri overhaul.
Meanwhile, allowing third-party AI assistants to shine in Europe could be a strategic move for Apple. It shows compliance with the DMA, keeps regulators happy, and gives the company breathing room to perfect its own AI behind the scenes. If consumers warm up to AI-driven helpers on their iPhones, Apple’s revamped assistant could have a splashy comeback when it’s ready.
