Key points
- Bloomberg's Mark Gurman reports CEO John Ternus is pushing Craig Federighi to speed up the Siri roadmap and ship a capable AI agent.
- Fine-grained control of Apple's own apps, such as cropping images in Photos and organizing Safari tabs, is expected with iOS 27.3.
- Third-party app control, such as ordering through Grubhub or booking via OpenTable, is likely to arrive in the spring, per Gurman.
- Gurman believes Siri could handle ongoing, goal-driven tasks as early as next year.
Why it matters for marketers: If Siri can act inside third-party apps, ordering and booking flows may start with a voice request, so brands should prepare for discovery and conversion through assistants.
Apple is under internal pressure to make Siri more agentic, according to a report from Bloomberg's Mark Gurman, as summarized by The Verge. Gurman says CEO John Ternus is urging Craig Federighi to speed up the roadmap and deliver an AI agent that can compete with OpenAI's Dots and Meta's Muse. The report adds that Apple does not believe it is keeping pace with those rivals, even though Federighi delivered a working version of Siri AI on a short timeline.
Two upgrades are expected in the coming months. The first gives Siri detailed control over Apple's own apps, including tasks like rotating and cropping images in Photos or organizing Safari tabs, and is expected with iOS 27.3. The second, support for third-party apps, is likely to come in the spring, according to Gurman. Examples include placing an order through Grubhub or booking a table through OpenTable.
For marketers, the third-party step is the one to watch. If Siri can complete actions inside apps, some customer journeys, such as ordering food or making reservations, may begin and end with a spoken request instead of a search or an app browse. That could shift how brands think about app integrations, listings and the information an assistant can read and act on.
Gurman also says Apple wants Siri to pursue goals over time, tracking what needs to happen next without the user starting every step, much like Dots, Muse and Grok. He believes this could arrive as early as next year. Teams should treat the timelines as reported, not confirmed by Apple, and watch for developer details around iOS 27.3 and the spring release.
Sources
This brief is our own summary. Read the full reporting at the source.