Apple’s annual Worldwide Developers Conference (WWDC) is rapidly approaching, and it promises to be a pivotal event. While updates to iOS, potentially a redesigned iOS looking towards future versions, and iPadOS, which recently welcomed WhatsApp, are anticipated, along with news on visionOS for the Vision Pro, a more significant concern casts a shadow: Apple’s progress, or lack thereof, with AI, particularly its Siri voice assistant. The much-discussed Apple Intelligence initiative has faced hurdles since its October 2024 launch, with the LLM-powered Siri still notably absent.
The Siri Stumble: Apple’s Lingering AI Challenge
The delay of an upgraded, AI-infused Siri is perhaps the most visible sign of Apple’s current AI difficulties. As reported by Bloomberg’s Mark Gurman in March, Apple has postponed its enhanced Siri indefinitely after failing to meet its internal development standards. Bloomberg noted, “…Apple was struggling to finish developing the features and the enhancements would be postponed until at least May when iOS 18.5 is due to arrive. Since then, Apple engineers have been racing to fix a rash of bugs in the project. The work has been unsuccessful, according to people involved in the efforts, and they now believe the features won’t be released until next year at the earliest.”
More Than Just a Delay: Wider Implications for Apple’s AI Ambitions
While product delays can occur, Apple’s Siri situation is particularly noteworthy because it may signal broader issues within the company’s development of next-generation AI. In a tech landscape increasingly dominated by AI advancements, this is a concerning position for Apple. The company, known for its cautious “wait-and-see” approach, now finds this strategy compounded by initial execution problems. This has reportedly led to some internal frustration, with the AI/ML team allegedly earning the nickname “AIMLess” from fellow engineers, as reported by The Information.
Tim Cook on stage discussing Apple Intelligence, symbolizing Apple's AI challenges and Siri development hurdles.
These very public struggles and the mounting pressure to rectify them mean WWDC 2025 carries unusually high stakes. It’s not just about advancing the iOS ecosystem; it’s about reassuring stakeholders of Apple’s competence in the volatile AI arena. The question remains: does Apple possess the vision and capability to steer Apple Intelligence effectively, or do recent events validate internal criticisms?
Is Consumer Apathy a Temporary Shield?
Fortunately for Apple, the immediate pressure might be more about perception than widespread consumer demand. Recent polling by CNET in December 2024 indicated that a significant majority of smartphone users (73% of iPhone users and 87% of Samsung users) feel that current AI features add little to no value to their phone experience. This lukewarm interest from the general public could provide Apple with some breathing room.
WWDC 2025: Optics, Distractions, and a Looming Deadline
Therefore, WWDC 2025 may not be an absolute make-or-break moment for Apple’s AI ambitions. However, it’s far from insignificant. While Apple attempts to recalibrate its AI strategy, competitors like Samsung and Google are actively integrating AI features into their products. Though many of these features are currently minor, the landscape could shift rapidly given the substantial investment and focus on AI. If Apple falls further behind for another year, catching up will become increasingly difficult.
iPhone screen demonstrating the 'Type to Siri' feature in iOS, highlighting ongoing Siri enhancements amidst broader AI delays.
It’s plausible that Apple will try to shift the narrative at WWDC 2025, emphasizing other advancements like a rumored major visual overhaul for iOS inspired by visionOS. There are also whispers of a new gaming hub to unify Apple gaming and features like improved battery management. While these updates will undoubtedly be interesting and potentially beneficial, Apple cannot indefinitely evade its AI challenges.
Facing the AI Music
Ultimately, while new iOS features and other platform enhancements will likely generate excitement, the underlying questions about Apple’s AI, and specifically Siri’s future, will persist. WWDC 2025 presents an opportunity for Apple to address these concerns head-on, acknowledge any missteps, and clearly articulate its path forward in the critical field of artificial intelligence. The tech world will be watching closely to see if Apple can effectively tackle its Siri-shaped AI problem.
