Apple’s AI Siri is seriously behind schedule
Matt V
March 17, 2025
APPLE
Apple’s AI push isn’t going as planned.
The company has delayed Siri updates, first promised last June, with no clear release date in sight.
Even internally, there’s no firm timeline for when its “Apple Intelligence” features will be ready.
At a recent team meeting, Robby Walker, the senior director overseeing Siri, called the situation “ugly”.
He acknowledged that employees are frustrated and admitted there’s no guarantee the delayed features will even make it into iOS 19.
Other Apple projects have taken priority, pushing Siri’s AI improvement further down the list.
Marketing VS reality
Apple’s marketing team promoted new Siri features, like understanding personal context and performing on-screen actions before they were even close to being finished.
This led to big expectations, only for Apple to later pull an iPhone 16 ad featuring them.
Reports say these AI tools weren’t working up to a third of the time, forcing Apple to delay them even further.
In brief:
Apple has delayed key Siri updates with no confirmed launch date.
Marketing hyped up AI features too soon, leading to confusion.
Apple is holding off on releasing unfinished features, even as rivals push ahead.
Apple’s top execs, including software chief Craig Federighi and AI head John Giannandrea, take “intense personal accountability” for the delays.
While competitors are rolling out new AI features, Apple is holding back until Siri’s updates are actually ready.
Walker reassured employees that these improvements will ship when they meet Apple’s quality standards, but users will have to wait for now.
Apple: “It’s coming.” Also, Apple: [404 Not Found]