Apple’s latest struggles with its virtual assistant, Siri, highlight the challenges even tech giants face in the rapidly evolving field of artificial intelligence.
Recent reports reveal that significant delays in developing key AI enhancements have left the Siri team, led by senior director Robby Walker, grappling with internal frustrations and mounting public pressure. Walker candidly described the setbacks as “ugly and embarrassing,” acknowledging that the premature promotion of these features only exacerbated the situation. The ambitious plans to infuse Siri with on-screen awareness, personalized context, and refined in-app actions have now been pushed back, with a tentative rollout that might not come until the iOS 19 cycle or even later, possibly in 2026.
The internal atmosphere at Apple reflects the high stakes and intense scrutiny that accompany any major technological upgrade. In an all-hands meeting, Walker expressed deep regret over the decision to showcase these capabilities before they were fully functional, a move that resulted in a barely working prototype being featured at high-profile events like WWDC and in marketing campaigns for the iPhone 16.
Quality issues remain a critical hurdle, with new Siri functionalities reportedly operating correctly only 60 to 80 percent of the time—far below Apple’s rigorous standards. Despite the setbacks, Walker stressed that shipping an incomplete product is not an option, even if competitors choose to release similar features in an unfinished state.
The delayed enhancements have not only affected Siri’s credibility but have also raised broader concerns about Apple’s ability to keep pace in the competitive AI landscape. While the company’s leadership, including figures like John Giannandrea and Craig Federighi, is under pressure to turn things around, internal efforts are focused on incremental updates and re-evaluating priorities across other hardware and software projects slated for 2025.
The postponement of these flagship features has sparked discussions about whether Siri needs to be re-engineered from the ground up to truly compete with more advanced virtual assistants already available in the market.
Amidst the internal turmoil, Walker has made it clear that Apple remains committed to delivering an industry-leading virtual assistant. He highlighted the “incredibly impressive” work already achieved by the team and emphasized that, although the current state of Siri is not ready for public consumption, the ultimate goal is to create a more fully rounded and reliable product. This dedication comes in spite of the emotional toll the delays have taken on the staff, with many employees reportedly feeling angry, disappointed, and burned out after having poured their hearts and souls into a project that has yet to meet its lofty promises.
(via Bloomberg)
