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Apple's AI strategy plagued by delays, Siri upgrade remains in limbo

Apple's AI strategy plagued by delays, Siri upgrade remains in limbo

  • 15.03.2025 17:48
  • techspot.com
  • Keywords: AI, Apple

Apple faces delays in its AI strategy, with Siri's upgrade postponed until at least 2026. Senior exec Robby Walker admitted struggles, calling the situation "ugly" and "embarrassing," as quality concerns led to the delay of features initially planned for iOS 18.5.

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Struggling with AI delays, particularly with Siri upgrades.

Context

Apple's AI Strategy Challenges: A Business Analysis

Overview of Siri Delays

  • Key Issue: Apple's AI strategy faces significant delays, particularly with its Siri upgrade.
  • Originally Planned Release: Features were supposed to launch in iOS 18.5 but have been pushed back.
  • New Timeline: Targeted for iOS 19 (fall 2025), though further delays may push release into 2026.

Feature Readiness and Public Perception

  • Feature Showcase: Siri's enhanced capabilities were demonstrated using an incomplete prototype at the Worldwide Developers Conference 2024.
  • Current Effectiveness: Siri functions correctly only 60-80% of the time.
  • Public Reaction: Senior director Robby Walker described the situation as "ugly" and "embarrassing," noting that features were showcased before they were ready.

Strategic Decisions and Management Adjustments

  • Delay Reason: Quality concerns led to delays, with software chief Craig Federighi voicing reservations about feature readiness.
  • Management Changes: No immediate executive changes planned, but "management adjustments" are under consideration.
  • External Expertise: Apple has brought in Kim Vorrath, a veteran executive known for fixing projects, to assist the team.

Future Roadmap and Strategic Goals

  • Long-Term Vision: Apple aims to make Siri more conversational by 2027, focusing on competition with other AI chatbots.
  • Infrastructure Needs: A new infrastructure is required to achieve this goal.
  • Current Enhancements: Ongoing improvements include a Type-to-Siri interface and enhanced product knowledge.

Competitive Dynamics

  • Market Position: Apple faces pressure to compete with other AI platforms, particularly in conversational capabilities.
  • Partnerships: Expansion plans include new languages and partnerships with companies like Alibaba and Baidu for China-specific features.

Conclusion: Strategic Implications

  • Impact on AI Strategy: Delays in Siri upgrades significantly affect Apple's broader AI strategy.
  • Execution Risks: The situation highlights challenges in executing complex AI projects, potentially impacting consumer trust and competitive positioning.
  • Long-Term Effects: The extended timeline (2027) underscores the technical complexity of developing advanced AI features.