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Apple’s Siri AI integration is facing significant delays, putting the company under increasing pressure in the competitive AI landscape. Features initially announced in June 2023 to revamp Siri and bolster Apple’s AI presence have been officially postponed, with no clear release date in sight. Internal discussions suggest even Apple is uncertain about the timeline.
Details from a recent all-hands meeting, led by Siri division senior director Robby Walker, reveal the team’s internal struggles. Walker described the delay as an “ugly” situation, acknowledging employee frustration and burnout due to the setbacks and Siri’s persistent reputation for underperforming.
He also lowered expectations, indicating that the delayed features might not even make it into iOS 19, Apple’s current target release. “Doesn’t mean that we’re shipping then,” Walker reportedly stated, hinting at a potential gap between announcement and actual customer availability, a common practice for Apple.
*Bloomberg* reported that Walker added:
> We have other commitments across Apple to other projects. We want to keep our commitments to those, and we understand those are now potentially more timeline-urgent than the features that have been deferred.
**Marketing Team to Blame?**
The leaked meeting highlighted growing tension between Siri’s development team and Apple’s marketing division. Walker reportedly stated that the marketing team pushed for the promotion of advanced features – like Siri understanding personal context and acting based on on-screen content – even though these capabilities were far from ready.
The teasers showcased at WWDC, and the resulting customer expectations, have reportedly worsened the situation. Apple has since removed an iPhone 16 ad highlighting these features and added disclaimers to its website, clarifying that the capabilities are delayed indefinitely.
The decision to postpone was reportedly due to significant quality issues. According to *Bloomberg’s* Mark Gurman, the problems were severe enough that the features malfunctioned up to a third of the time.