Even technology giants like Apple cannot ignore the rapid development of artificial intelligence. In the fall of 2024, the company began rolling out its own platform, Apple Intelligence, first announced at the WWDC conference. However, progress has been slow: new features are introduced gradually and are currently limited to specific functions.
While users await the promised update to the voice assistant, the Veritas app is being actively tested within the company. This tool, which operates similarly to popular chatbots, is available only to Apple employees. Veritas allows a range of tasks using natural language: editing notes, searching for files, managing reminders, and handling multiple conversations at once. The app is closely integrated with the Apple Intelligence infrastructure and serves as a testing ground for future Siri scenarios.
Gradual rollout of new features
Since the announcement of Apple Intelligence, the company has been adding new features step by step. In December 2024, tools for creating emojis and working with images appeared, and since January 2025, some functions have started to be enabled by default on devices with iOS 18.3. Recently, users received a real-time message translation option in the Messages and FaceTime apps. However, the key element β the updated Siri with AI support β is still not available to the general public. According to internal sources, the launch may not happen before March 2026, but there are no official comments on this matter.
Why Apple is taking a cautious approach
The company prefers not to rush public statements to avoid repeating the situation of WWDC 2024, when many announced features remained unclear to users. Currently, Apple is focusing on internal testing and refining new tools behind closed doors. Veritas allows the company to simulate real-life scenarios and analyze how Siri will respond to requests under controlled conditions, keeping unfinished features out of the public eye.
AI integration strategy
Apple does not plan to release a standalone chatbot for the mass market, unlike OpenAI or Google. Instead, the company aims to embed artificial intelligence directly into everyday device usage scenarios without creating additional interfaces. Veritas is used exclusively as an internal testing platform, not as a prototype of a future commercial product. This approach highlights Appleβs desire to make AI an invisible yet helpful tool for the user.
Although the new iPhone models have already received some Apple Intelligence features, Veritas remains an internal service. This does not indicate a failure but reflects the companyβs distinct strategy: a closed approach, a focus on quality, and a slower pace of implementation. This working style stands in stark contrast to competitors who actively promote their AI solutions to the market.
The question of whether Apple can maintain its position amid the rapid technological race remains open. While Google integrates Gemini into new Pixel devices and Microsoft updates Windows with Copilot, Apple is acting cautiously, not rushing to launch major innovations. Internal testing of Veritas could mark a crucial stage in preparing for a large-scale update, or indicate that the company still needs to refine its strategy.
