Tim Cook Faces Questions Over Apple’s Siri AI Delay, Company Calls It Ugly And Embarrassing

Tim Cook Faces Questions Over Apple’s Siri AI Delay, Company Calls It Ugly And Embarrassing

  • 17.03.2025 02:03
  • news18.com
  • Keywords: AI, Apple

Tim Cook faces criticism over Apple's delayed Siri AI release, originally promised for 2023 but now pushed to 2026. Senior director Robby Walker admitted the project's struggles, with the feature only working 60-80% of the time, calling it "ugly and embarrassing."

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Estimated market influence

Apple

Apple

Negativesentiment_dissatisfied
Analyst rating: Buy

Apple's Siri AI project is delayed, affecting their market position in the AI race.

OpenAI

Positivesentiment_satisfied
Analyst rating: N/A

Mentioned as a competitor to Apple's AI efforts, indicating OpenAI's strong position.

Google

Positivesentiment_satisfied
Analyst rating: N/A

Competitor in the AI space, referenced alongside OpenAI.

Context

Analysis of Apple’s Siri AI Delay: Business Insights and Market Implications

Market Impact

  • Delayed Siri AI Release: The Siri AI, initially expected to launch alongside the iPhone 16 in late 2024, is now delayed until at least 2026.
  • Consumer Perception: Apple’s inability to deliver on its AI promises has raised questions about its innovation leadership and execution capabilities.
  • AI Race Lag: Competitors like Google (with its Gemini project) and OpenAI are ahead in the AI race, putting pressure on Apple to catch up.

Competitive Landscape

  • Embarrassment Factor: Internal admissions from Robby Walker, Senior Director of Siri, revealed that the AI feature only worked 66%–80% of the time, far below industry standards.
  • Fanboy Backlash: Longtime Apple supporters are losing patience as the company struggles to meet its AI goals.
  • Loss of Trust: The delay has eroded trust among users and developers who expected a revolutionary AI upgrade.

Strategic Challenges

  • Overpromising vs. Delivery: Apple’s demo of Siri AI at the iPhone 16 launch was seen as a marketing ploy rather than a functional preview.
  • Execution Gaps: The company is restructuring its AI management to address the delays and improve functionality.
  • Focus on Long-term Goals: Apple aims to release a fully conversational Siri AI by the end of 2026, targeting iOS 20.

Internal Issues

  • Admissions of Failure: Internal meetings revealed that Siri AI was showcased before it was ready, highlighting misalignment between marketing and product development.
  • Management Changes: The company is reorganizing its AI division to improve execution and meet ambitious goals.

Long-term Effects

  • Innovation Image: The delay may harm Apple’s reputation as a leader in cutting-edge technology, benefiting competitors like Google and Microsoft.
  • Market Share Risks:延遲可能使消費者轉向其他平台，影響Apple在智能助手市場的份額。

Regulatory Considerations

  • Potential Scrutiny: If Apple continues to struggle with AI delivery, regulators may investigate claims of overpromising and underdelivering.
  • Transparency Expectations: Stakeholders expect clearer communication from Apple about its AI roadmap and challenges.

This delay underscores the risks of overpromising in the AI race and highlights the importance of execution in maintaining market leadership.