Apple’s Siri chief calls AI delays ugly and embarrassing, promises fixes

Apple’s Siri chief calls AI delays ugly and embarrassing, promises fixes

  • 17.03.2025 03:11
  • thestar.com.my
  • Keywords: Apple, AI

Apple’s Siri chief called delays ugly and embarrassing, admitting features were promoted before readiness. The company faces challenges catching up with peers in AI, highlighting issues with its virtual assistant.

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Delays in AI features have caused embarrassment and financial impact.

Context

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

Overview

  • Key Issue: Apple’s top executive overseeing Siri admitted delays in key features have been "ugly" and "embarrassing."
  • Public Perception: The company showcased features before they were ready, leading to public disappointment.
  • Internal Impact: Employees are feeling burned out, disappointed, and embarrassed due to the delays.

Feature Delays

  • Originally Planned Release: Features were supposed to launch in iOS 18.5 (April/May).
  • New Timeline: Features delayed until at least iOS 19 (next year).
  • Reason for Delay: Quality issues; technology works properly up to 67%-80% of the time.

Marketing and Promotional Issues

  • Pre-Launch Promotion: Apple included features in marketing campaigns, TV commercials, and iPhone 16 promotions despite delays.
  • Impact on Brand Image: Publicly showcasing unfinished features hurt credibility.

Internal Challenges

  • Leadership Accountability: Senior executives (John Giannandrea, Craig Federighi) acknowledge personal responsibility for the delays.
  • Employee Morale: Staff expressed frustration over missed deadlines and unmet expectations.
  • Workload Pressure: Team is prioritizing other projects, delaying Siri further.

Competitive Dynamics

  • Market Position: Siri lags behind rival systems (e.g., Google Assistant, Amazon Alexa).
  • Competitor Advantage: Competitors may use Apple’s delays to highlight their own AI advancements.
  • Strategic Focus: Apple aims to maintain a high bar for feature quality before release.

Long-Term Effects

  • Future Plans: Siri upgrades planned for 2027 to make it more conversational and competitive with AI chatbots.
  • Infrastructure Changes: New systems needed to improve functionality and integration with iOS 19.

Strategic Adjustments

  • Management Shifts: Apple is considering moving senior executives under Giannandrea to assist in turnaround efforts.
  • External Partnerships: Siri features are being localized for new languages, including partnerships with Alibaba and Baidu for China market access.

Customer Impact

  • Expectations vs. Reality: Customers expect a more polished and comprehensive Siri experience.
  • Reputation Risk: Delays may erode consumer trust in Apple’s AI capabilities.

Conclusion

Apple faces significant challenges in regaining momentum in the AI space, particularly with Siri. The delays highlight internal execution issues and external competition pressures. While the company has not yet fired top executives over the crisis, it is likely to make management adjustments and focus on long-term improvements to restore credibility and competitiveness.