Apple CEO Tim Cook should publicly address the delay of advanced Siri features, argues prominent Apple analyst Ming-Chi Kuo. The delay of Apple’s enhanced AI-powered Siri, originally showcased at WWDC 2024 as part of the “Apple Intelligence” initiative, became public knowledge last week via a tech news site, a move Kuo criticizes.
While acknowledging the inherent challenges in developing sophisticated AI services, Kuo expressed concern over Apple’s communication strategy regarding the delay. Features such as personalized responses, cross-app task completion, and enhanced on-screen awareness are now expected next year at the earliest.
In a recent post on X (formerly Twitter), Kuo stated that while showcasing Apple Intelligence at WWDC 2024 despite foreseeing potential delays was “understandable given the pressure from the board and shareholders,” the subsequent quiet announcement of the delay through an unofficial channel was the “worst part.” He compared this unfavorably to how Apple, under Steve Jobs, handled the “antennagate” crisis in 2010 with a direct and public press conference. Kuo suggests Cook should follow Jobs’ example and address the Siri delay head-on.
Kuo also pointed to Cook’s own precedent of addressing the Apple Maps debacle in 2012 with a public apology on Apple’s website. Although Cook didn’t hold a press conference then, he directly acknowledged the issue and promised improvement.
A key difference between these past crises and the current Siri delay is the lack of immediate user backlash. However, if the new Siri underperforms upon release, Cook may face significant public pressure.
Currently, Apple seems focused on avoiding a repeat of the Apple Maps situation, prioritizing a polished release over meeting deadlines. Therefore, a public address from Cook regarding the Siri delay seems unlikely in the near future. However, Kuo’s argument raises questions about transparency and communication in the face of evolving technological developments.
