Apple Faces Internal Backlash Over Siri AI Delays

Apple’s delayed rollout of its new AI-powered Siri has sparked frustration inside the company, with a senior executive calling the situation “ugly and embarrassing.” Despite being a key feature of Apple Intelligence, the enhanced version of Siri has yet to reach users.

A Feature That Never Launched

Apple heavily promoted the personalized Siri upgrade at WWDC and the iPhone event in 2024. However, despite advertisements showcasing its capabilities, the feature did not launch with iOS 18. Initially, Apple aimed to release it with iOS 18.4, but reports now suggest it may be delayed until iOS 19 or later.

During an internal meeting, Robby Walker, Apple’s Senior Director of Siri and Information Intelligence, addressed the setbacks. He acknowledged that Siri’s AI only works properly about two-thirds of the time, making it unreliable for a full-scale rollout. Walker urged the team to accelerate improvements to ensure it meets Apple’s high standards.

Internal Pressure and Missed Deadlines

Apple’s AI division has struggled with multiple commitments, contributing to Siri’s delay. Walker reportedly told employees that the company is prioritizing other software and hardware projects, which are now deemed more urgent than Siri’s enhancements.

The delays have drawn widespread criticism, with media reports questioning Apple’s slow progress in AI development. Competing virtual assistants, such as ChatGPT, Google Assistant, and Alexa, have rapidly advanced, making Siri feel increasingly outdated.

Apple’s Plan Moving Forward

Despite the setbacks, Apple remains committed to delivering a powerful AI-driven Siri. Walker assured employees that Apple would eventually “ship the world’s greatest virtual assistant.” However, he did not provide a clear timeline for its release.

As pressure mounts, Apple must find a way to regain consumer trust and prove that its AI innovations can compete with industry leaders. Whether Siri’s upgrade arrives in iOS 19 or later, Apple needs a flawless execution to justify the long wait.