Apple is looking to hire 86 experts in artificial intelligence, as it bids to improve Siri and boost its prowess in the area of machine learning.
Machine learning is the process by which a device learns what a user needs or wants without a specific prompt. It is already a key part of Google Now, which crunches huge amounts of user data to work out exactly what Android phone owners are going to do next.
Siri is set to get a major boost as part of iOS 9, but Apple said when it revealed its plans back in June that it would not be mining users data or storing it in the same way as Google.
Google’s assistant is incredibly intuitive, but its approach to data has drawn criticism from campaigners.
Apple's new hires suggest the tech giant is bent on pushing this aspect of Siri much harder with future iOS releases. It is also said to be looking to use the same A.I sages to improve marketing and retail.
What exactly this means for Siri in the long term is unclear.
But with Apple quadrupling its machine learning staff in the past three years according to one former employee, it seems that it will be looking for more unique ways to analyse data and give users what they want, without breaching their privacy.