Apple’s revamped Siri app will let users auto-delete chats after 30 days, a year or never, according to a report from Bloomberg’s Mark Gurman. The feature mirrors the auto-delete timers in Apple’s Messages app, giving users control over how long their chats stick around. Gurman also says Apple will add a toggle that lets users start a fresh chat instead of carrying over context from past conversations. That means Siri won’t remember what you asked yesterday unless you want it to.

The move is part of Apple’s push to stand out in a crowded AI market where rivals like Google and Microsoft lean on user data to train their models. Most AI chatbots collect as much chat data as possible to improve their responses and personalize future interactions. Apple, however, has long taken a more restrictive approach, using synthetic data instead of real user chats to train its AI. The company has also faced criticism for giving law enforcement access to chat logs in some cases, unlike its competitors who offer optional privacy modes.

Apple’s privacy-first pitch

Apple’s approach gives it a clear privacy edge, but it also means the company can’t compete on AI features that rely on massive datasets. Competitors like OpenAI and Google have already shown that chat history can power smarter, more personalized responses. Apple’s new Siri feature could help it market its AI as the safest option, even if it lags behind rivals in raw capability. The company has built its reputation on privacy, and this update reinforces that stance.

The auto-delete option won’t be the only new privacy feature. Apple is also reportedly adding a way to reset conversations entirely, so users can start fresh without Siri dragging up old threads. That could be useful for sensitive topics or just avoiding awkward follow-ups. Gurman says the feature will be optional, but Apple prefers privacy protections to be built-in rather than something users have to turn on.

What’s next for Siri

Apple hasn’t confirmed the update yet, but Gurman expects the new Siri to debut at WWDC2026, kicking off on June 8. The event will likely showcase more AI features as Apple tries to catch up with rivals. The company has been slow to integrate AI into its products, but this update shows it’s serious about privacy as a differentiator. If the feature rolls out as reported, it could give users more control over their data without sacrificing convenience.

The update also highlights a growing divide in the AI industry: some companies prioritize data collection for smarter AI, while others focus on limiting exposure to protect users. Apple’s bet is that users will choose privacy over raw power, even if it means less personalized responses. Whether that gamble pays off remains to be seen, but it’s a clear signal that privacy is becoming a key selling point in tech.

What You Need to Know

  • Source: Engadget
  • Published: May 17, 2026 at 17:10 UTC
  • Category: Gadgets
  • Topics: #engadget · #gadgets · #reviews · #apple · #siri · #users

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Curated by GlobalBR News · May 17, 2026

🇧🇷 Resumo em Português

A Apple finalmente escuta os apelos por privacidade e prepara uma revolução no Siri: a partir de 2026, o assistente virtual ganhará opções para deletar automaticamente conversas antigas, com prazos de 30 dias, um ano ou nunca. A medida responde diretamente às crescentes preocupações de usuários brasileiros e globais sobre o armazenamento prolongado de dados sensíveis, colocando a gigante de Cupertino em sintonia com regulamentações como a LGPD, que exige maior controle sobre informações pessoais no Brasil.

No contexto brasileiro, onde a adoção de assistentes de voz só cresce — especialmente entre jovens e profissionais que dependem de ferramentas ágeis —, a novidade chega como um alento. Afinal, além de evitar vazamentos ou uso indevido de dados, a função de resetar conversas pode ser um diferencial para quem compartilha dispositivos ou tem receio de deixar histórico de buscas e comandos exposto. Especialistas já apontam que, com a implementação, a Apple não só cumpre exigências legais como reforça sua imagem de empresa preocupada com a segurança digital, um tema cada vez mais crítico em um país que lidera rankings de ataques cibernéticos.

Com o lançamento marcado para o próximo ano, a expectativa é que outras big techs sigam o exemplo, pressionadas por usuários cada vez mais exigentes — e pela fiscalização reforçada.