Apple is in talks with publishers over new multiyear content deals that could give its revamped Siri access to current news and information, as the iPhone maker looks to strengthen the assistant’s ability to deliver timely answers.
The discussions have taken place in recent months, The Wall Street Journal reported, citing people familiar with the matter. The proposed agreements would provide Apple with access to publisher content to help power Siri AI, which is expected to roll out later this year.
Fresh content could power Siri’s AI upgrade
The talks come as Apple prepares a broader overhaul of Siri, with artificial intelligence expected to play a larger role in how the assistant searches for information, interprets requests and produces answers.
Access to established news publishers could help Apple supply Siri with more current and authoritative information at a time when technology companies are increasingly striking licensing agreements with media organizations to support generative AI products.
Apple has explored news licensing before
Apple’s interest in publisher content is not new. In 2023, the company explored multiyear agreements with major media groups that could have given it access to article archives for generative AI development.
Those earlier discussions reportedly involved publishers including Condé Nast, NBC News and IAC, underscoring Apple’s longer-running effort to secure professionally produced material for its AI systems.
iOS 27 testing advances Apple’s Siri AI plans
The publisher talks come as Apple moves deeper into testing the software that will carry its revamped assistant. Apple released the fifth developer beta of iOS 27 on Aug. 10, with the operating system centered on Siri AI and broader Apple Intelligence features across the iPhone.
Siri AI is designed to handle more conversational requests, search for information, draw on personal context and take actions across apps. That makes Apple’s publisher negotiations particularly relevant, as the proposed deals would give the assistant access to current news and information as the company prepares its wider rollout later this year.
Apple’s AI push is expanding in China
The publisher talks come weeks after Apple cleared another hurdle in its broader AI rollout. On July 16, Apple Intelligence was registered with China’s cyberspace regulator for use on iPhones, satisfying a key requirement for bringing the service to mainland users.
The Cyberspace Administration of China listed Apple Intelligence among seven newly registered mobile generative-AI services in a July 15 notice.
Apple’s China offering is expected to rely on locally developed technology, with Alibaba saying its Qwen models will be integrated across Apple devices in the country, while Baidu has also confirmed it is working with Apple on AI features for Chinese iPhone users.