Apple has officially confirmed its next major event, scheduled for September 9, 2025 — and it's being teased as “Awe Dropping.” While consumers are buzzing about new hardware like the iPhone 17 series and possible AirPod refreshes, the more interesting development for local business owners might be what’s coming for Siri. With the introduction of Apple Intelligence, Apple is expected to roll out a more powerful, conversational Siri that could fundamentally shift how people find and interact with local businesses.
Unlike previous versions of Siri that were mostly reactive and task-based, the new Siri — built with Apple Intelligence — aims to function more like a proactive digital assistant. That means it won’t just answer questions like “Where’s the nearest pizza place?” but might also suggest places based on time of day, past behavior, or your current routine. It will also be able to perform voice-only app tasks, such as booking a reservation or placing an order, directly through supported apps using Apple’s App Intents system.
This deeper integration between voice AI and apps is particularly relevant for businesses that rely on local discovery. If someone asks Siri to “book a haircut this weekend nearby,” the assistant may not only find listings but also guide the user through the booking flow — all without the user opening an app or typing anything. That’s a huge shift in behavior and a strong signal that voice-first interactions are becoming more mainstream.
So what does this mean for your business? First, it reinforces the importance of being listed and verified on Apple platforms. If you haven’t already claimed your Apple Business Connect profile (Apple’s equivalent of Google Business Profile), now is the time. This is the source Apple uses to populate data in Maps, Siri, Spotlight, and other Apple-native environments. Ensuring your business name, hours, photos, and contact info are accurate is the first step to visibility.
Second, it’s a reminder that structured, conversational data is key. The better Siri understands what you do, where you are, and how you help customers, the more likely it is to recommend your business in voice-based searches. That means having clean, structured data on your website using schema.org markup, as well as making sure your business details are consistent across the major aggregators and directories.
Third, consider your integration potential. As Siri becomes more capable of taking action on behalf of the user, businesses with compatible integrations will have a leg up. This could mean offering booking functionality through supported systems, syncing menus or services to Apple’s ecosystem, or at the very least ensuring that when a user is handed off to your site or app, it’s fast, clear, and mobile-friendly.
While it’s too early to say exactly how Siri’s upgrades will be implemented across all business categories, the writing is on the wall: AI-powered assistants are becoming a real force in customer discovery. And in a world where users are asking their phone what to do next, your business needs to be ready with the right data in the right places.
As the iPhone 17 event approaches, keep an eye on how Apple frames these changes. But even now, you can take steps to make sure your business isn’t left behind. Start by reviewing your Apple Business Connect profile, checking your local listings for consistency, and thinking ahead about how voice-based AI might fit into your customer journey.
