The company is relying on privacy to set its AI apart. Apple aims to use its history of prioritizing privacy as a distinctive feature in the AI sector, potentially earning some leniency as it catches up with competitors. According to Bloomberg’s Mark Gurman, the upcoming, more chatbot-like Siri in iOS 27 will allow users to choose to autodelete chat histories. Users can retain conversations for 30 days, one year, or indefinitely. This approach greatly differs from other major industry players, which generally offer only temporary incognito chats, if at all.
Apple seems to believe that people will trade some convenience for enhanced privacy, as concerns about AI grow. While incorporating many elements from Google’s Gemini technology, Apple appears to be turning some perceived weaknesses of Apple Intelligence into strengths. Gurman notes that most top AI chatbots rely heavily on history and memory systems for personalizing responses and enhancing future interactions. Apple, however, will impose stricter limitations on memory use, including constraints on what information can persist and for how long it can be retained.