Apple Deepens AI with GPT-5 Integration, Boosts Own Models & Siri
Apple is reportedly deepening its strategic alliance with OpenAI, with plans to integrate the latest GPT-5 model into its next generation of operating systems for iPhones, iPads, and Macs, expected in 2026. This move builds upon Apple Intelligence’s existing integration with OpenAI’s GPT-4o, signaling a significant step in Apple’s AI evolution. Reports suggest Apple intends to incorporate GPT-5 as soon as its new operating systems ship, potentially as early as next month, following OpenAI’s early August introduction of the model.
OpenAI touts GPT-5 as its “smartest, fastest, and most useful model yet,” representing a “significant leap” over its predecessors. The company claims the new AI system features a more profound reasoning model capable of tackling complex problems and an enhanced capacity to filter inquiries, directing them to the most relevant parts of its engine. Beyond outperforming previous models on benchmarks and delivering swifter answers, GPT-5 is also said to exhibit reduced “hallucinations”—instances where AI generates factually incorrect or nonsensical information—and minimizes “sycophancy,” meaning it is less prone to excessively agreeing or flattering the user. The model demonstrates particular strength in coding, health-related queries, and creative writing assistance. GPT-5 is available to a range of users, including Plus, Pro, Team, and Free tiers, with usage models varying by subscription.
When Apple Intelligence routes a request to OpenAI’s system—typically when Apple’s on-device AI cannot handle it alone—users are explicitly warned about engaging a third-party AI service. Apple has also implemented robust privacy safeguards for interactions via Apple Intelligence, ensuring that OpenAI should not store user requests and that IP addresses are obscured. However, if users access ChatGPT directly through a paid subscription, OpenAI’s own privacy policies apply.
While embracing OpenAI’s advanced models, Apple continues to heavily invest in developing its own targeted AI solutions. Upcoming operating system releases are set to introduce enhancements to Live Translation and Visual Intelligence. Furthermore, the contextual intelligence features that Apple initially promised in 2024 are now anticipated to arrive next year. Apple CEO Tim Cook recently affirmed progress on this front, noting the team is “making good progress on a more personalized Siri.”
Apple is also actively working on AI solutions for specific applications. The company reportedly plans to introduce a generative AI-powered support assistant within its Apple Support app. Another significant internal project is a new “Answers engine,” described as a stripped-down version of ChatGPT. This engine is designed to crawl the web to answer questions, likely bolstering capabilities for Siri, Spotlight, and Safari, and potentially functioning as a standalone application. This Answers engine would leverage the vast amount of data gathered by the Apple bot, Apple’s web crawler.
Despite its cautious, deliberate approach to AI, Apple has no intention of ceding ground in the competitive AI landscape. During a recent meeting, Tim Cook underscored Apple’s philosophy of striving to be “best” rather than merely “first.” He drew parallels to Apple’s historical trajectory, noting that while PCs preceded the Mac, smartphones came before the iPhone, and MP3 players existed before the iPod, Apple ultimately invented the modern iterations of these product categories. “This is how I feel about AI,” Cook stated, emphasizing that the battle for AI dominance is far from over.
Cook also pledged significant investments to achieve Apple’s AI ambitions, fueling speculation about potential acquisition targets. While large entities like Perplexity are frequently mentioned, smaller AI firms such as Runway AI, Eleven Labs, and Pika AI could also prove attractive. “We’re very open to M&A that accelerates our road map,” Cook explained during a July 25 earnings call, highlighting that the primary criterion for acquisition is a company’s ability to expedite Apple’s development schedule. However, a key challenge for Apple, should it successfully acquire companies and their talent, will be retaining those individuals amidst aggressive poaching attempts by competitors.