John Giannandrea, Apple’s head of AI and machine learning, and Craig Federighi, who leads software engineering at the company, were photographed together. (David Paul Morris/Bloomberg)
Apple's struggle to enhance Siri has hit a rough patch, with top executives admitting that delays in AI features have been frustrating and damaging to the company’s reputation. Robby Walker, a senior director at Apple, acknowledged in an internal meeting that the setbacks have been "ugly and embarrassing." He expressed regret over publicly promoting features that weren’t ready, further amplifying Apple’s AI challenges.
A Crisis in Apple’s AI Push
During a company-wide meeting for Siri’s division, Walker addressed employees' concerns about the delays, admitting the team is experiencing a difficult phase. According to sources familiar with the discussion, Walker did not provide a clear timeline for when the delayed features would finally be available. Apple had initially planned to roll out major Siri improvements this spring, but those features have now been pushed back to next year at the earliest.
Walker acknowledged that employees may feel anger, disappointment, and burnout due to the setbacks. However, he praised the team’s dedication, calling their work "incredibly impressive." Despite these assurances, the delays have put Apple at a disadvantage in the race to advance AI-powered virtual assistants, leaving Siri trailing behind competitors.
Stock Performance and AI Setbacks
Apple’s struggles in AI have also affected its stock performance. Shares dropped 16% this year, reflecting concerns about the company's ability to keep up with rivals in the AI space. Although the stock saw a brief rebound, investor confidence remains shaky.
The delays in Siri’s AI enhancements are linked to persistent engineering challenges. Reports indicate that Apple originally planned to launch the features in its iOS 18.5 update but later postponed them to iOS 19, expected next year. The company has faced issues with the technology's reliability, with tests showing it only works correctly about 70% of the time. Walker stated that Apple aims to improve accuracy before rolling out the features to consumers.
Internal Concerns and Leadership Reactions
Apple executives, including software chief Craig Federighi, have raised concerns about the flawed AI features. Bloomberg reported that internal testing revealed significant functionality issues, prompting leadership to delay the release. Walker defended his team’s efforts, stating that they had poured their "hearts and souls" into developing new Siri capabilities but emphasized that Apple maintains a high standard for its technology.
Some employees reportedly felt relieved by the delays, as they had doubts about whether the AI features were ready for public use. However, others experienced embarrassment as Apple had already showcased the improvements in marketing campaigns. Apple had positioned the AI-powered Siri as a major selling point for upcoming iPhone models, only to now face setbacks.
The Road Ahead
Walker assured employees that Apple remains committed to delivering an industry-leading AI assistant but acknowledged that the journey is far from over. Apple is already working on long-term improvements for Siri, aiming to make it more conversational and responsive by 2027. However, significant infrastructure changes will be necessary to achieve those goals.
Despite the current challenges, Apple executives remain optimistic about Siri’s future, emphasizing that the company will only release new features when they meet Apple’s quality standards. Walker concluded the meeting by encouraging employees to stay motivated, stating that Apple will "ship the world’s greatest virtual assistant."
