Apple is said to be developing a variety of AI-driven features, including an enhanced version of Siri, which could be unveiled as early as next year. Bloomberg's Mark Gurman reported that Apple executives were "caught off guard" by the sudden surge in AI interest within the industry and have been working to keep pace since late 2022. The initiative to incorporate AI-based capabilities into Apple's offerings is being spearheaded by senior vice presidents John Giannandrea, Craig Federighi, and Eddy Cue.