Apple’s Siri revamp may lean on auto-deleting chats to ease privacy concerns
Apple is expected to make privacy a central selling point when it unveils a revamped Siri at the Worldwide Developers Conference in June, according to Bloomberg’s Mark Gurman.
Privacy at the center of Siri’s relaunch
The Siri overhaul is widely viewed as Apple’s chance to regain ground in artificial intelligence, and company executives are expected to argue that the new assistant takes a more privacy-conscious approach than many rival AI products. That framing could be especially important as Apple prepares to introduce a standalone Siri app powered by Google Gemini and designed to offer a chatbot-style experience similar to ChatGPT.
But the chatbot is expected to come with tighter limits on how long user data can be retained and used. Gurman said Apple may add a feature similar to the one in Messages that would let users automatically delete conversations after 30 days or one year, while still giving them the option to keep chats indefinitely.
The move would fit Apple’s longstanding effort to position itself as a company that handles user data more carefully than its competitors. At the same time, Gurman suggested that privacy may also serve another purpose: helping Apple explain away Siri’s shortcomings compared with more advanced AI assistants.
That tension could become a defining part of the rollout. Apple is expected to highlight privacy as a strength, even as the new Siri relies on Google technology behind the scenes for some of its capabilities and security.
The result may be a product that looks more cautious than its rivals, but also one that reflects Apple’s broader strategy in AI: trading some flexibility for a pitch built around trust.
Sources: