Apple will try to right the Apple Intelligence Siri ship, but don't expect firings

Apple will try to right the Apple Intelligence Siri ship, but don't expect firings

  • 17.03.2025 02:11
  • appleinsider.com
  • Keywords: Apple, Siri

Apple aims to improve Siri using Apple Intelligence but won't fire executives despite delays. The company's annual retreat will focus on accelerating Siri upgrades, though major features may not launch until 2026.

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Apple

Apple

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Analyst rating: Buy

Apple's Siri has faced delays and issues, impacting user satisfaction.

Bloomberg

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Analyst rating: N/A

Reported on Apple's challenges with Siri and Apple Intelligence.

Context

Analysis of Apple's Siri and Apple Intelligence Challenges

Key Facts and Data Points

  • Siri Upgrade Delay: Apple's planned upgrade of Siri, leveraging Apple Intelligence, has been delayed until at least 2026.
  • Features Promised but Unfulfilled: The delay includes features like on-screen awareness, personal context, and improved voice control.
  • Internal Criticism: Robby Walker, head of Siri efforts, described the issues as "embarrassing" and "disappointing."
  • Marketing Missteps: Apple's marketing department advanced features that were not yet ready, leading to user frustration.
  • Executive Stability: Apple's leadership team has remained largely unchanged since 2011 (e.g., Tim Cook as CEO, Jeff Williams as COO).
  • Retreat Focus: The annual executive retreat in October will focus on accelerating the evolution of Apple Intelligence and improving Siri interactions.
  • iOS and macOS Versions: iOS 19 and macOS 16 are expected to play a key role in rolling out new features, with beta testing required for developer integration by June's conference.
  • Competitive Landscape: Apple faces pressure from rivals like Google's Gemini and Microsoft's Copilot AI engines.

Market Impact

  • Reputation at Stake: The delay undermines Apple's reputation for delivering on-time, high-quality products and services.
  • User Impatience: Dedicated Apple fans are growing impatient, with long-promised upgrades delayed indefinitely.
  • Shift in Strategy: Apple may reconsider its approach to feature rollouts, potentially moving away from pre-announcing features before they're ready.

Competitive Dynamics

  • AI Race Intensifies: The delay puts pressure on Apple to catch up with competitors like Google and Microsoft, which are rapidly advancing their AI capabilities.
  • Strategic Focus Needed: The executive retreat is seen as an opportunity for Apple's leadership to refocus on delivering promised features and improving Siri's capabilities.

Strategic Considerations

  • Leadership Stability: Apple's tight-knit executive team has historically avoided high turnover, but the delay raises questions about whether fresh perspectives are needed.
  • Resource Allocation: The focus on Apple Intelligence suggests that significant resources will be dedicated to resolving Siri's issues and delivering on its promise.

Long-Term Effects

  • Potential Market Share Impact: If Apple fails to deliver a significantly improved Siri, it could lose ground to competitors in the AI assistant market.
  • Regulatory Risks: While not explicitly mentioned, delays in AI feature rollouts could attract regulatory scrutiny if they impact user privacy or data security.

Conclusion

Apple's challenges with Siri and Apple Intelligence highlight the risks of ambitious product promises and the importance of delivering on timelines. The company's executive retreat will likely focus on strategies to accelerate progress, but the delay underscores the need for greater transparency and accountability in future product rollouts.