Siri can now use your apps for you, and that changes who owns the customer
Apple's new AI Siri reads the screen, understands personal context and acts across apps. Brands now have a new gatekeeper.
With iOS 27 on September 14, Apple shipped the AI-powered Siri it had promised for years. For hundreds of millions of iPhone users, the default assistant can now take actions across apps, not just answer questions.
What happened
The new Siri understands what's on screen, draws on personal context from messages and photos, and completes tasks inside apps. It was built with Google's Gemini models but runs on the device or on Apple's private cloud. It's available on iPhone 15 Pro and newer models.
Why it matters
When users say ‘reorder my usual’ or ‘book a table for Friday’, the assistant picks the app and the flow. The user may never see your homepage. Brands whose apps expose clean, reliable actions to the assistant get chosen. The rest risk becoming invisible.
What it means for your business
Audit your mobile app for ‘assistant readiness’: which key customer journeys, such as ordering, booking, paying and checking status, an AI assistant can complete end to end. Apps are turning into APIs for agents.
Sources: MacRumors (Sep 9 & 14), Macworld