Apple’s recent announcement delaying the integration of AI capabilities into Siri has not only affected its stock price but also significantly impacted team morale, according to a Bloomberg report. This delay casts a shadow over the future of Siri and Apple’s broader AI strategy.
Apple had heavily promoted the upcoming AI-powered Siri features in advertisements, promising a June release as a key selling point for the iPhone 16. These features were intended to be a cornerstone of the “Apple Intelligence” suite, offering substantial upgrades compared to previous models. The unexpected delay has left many wondering about the future of these promised advancements.
Robby Walker, a senior director within Apple’s Siri division, addressed the team in a meeting, acknowledging the frustration and embarrassment caused by the setback. He recognized the potential for negative reactions from colleagues, friends, and family, emphasizing the difficulty of the situation. The marketing campaign, which prematurely advertised the features, further exacerbated the issue, leaving the Siri team in a difficult position.
The timeline for the AI features’ release remains uncertain. While Apple aims to launch them alongside iOS 19 this summer, there’s no guarantee. Currently, the in-development Siri feature only functions correctly between 66% and 80% of the time, a figure that raises concerns about its readiness for public release. Ironically, this accuracy rate is comparable to Siri’s current performance, questioning the perceived value of the AI enhancements.
A December 2024 SellCell survey indicated that 73% of iPhone users found little to no value in Apple’s new AI features. This raises questions about the demand for these features and whether the delay will significantly impact consumer interest.
Despite the setback, the integration of AI into voice assistants seems inevitable. Apple’s delay reflects a broader industry challenge. Amazon recently announced AI features for Alexa, but their rollout has been limited. This suggests that widespread consumer adoption of AI-powered voice assistants may be more complex than anticipated. The key challenge for companies like Apple seems to be not just developing the technology, but also demonstrating its practical value to users.
