Apple’s long-promised AI upgrade for Siri was supposed to redefine virtual assistants. Instead, the delay has left the company scrambling to explain itself — and critics aren’t holding back.
A Promise That Never Arrived
When Apple teased a revolutionary Siri overhaul powered by AI at the iPhone 16 launch event, excitement soared. The tech giant promised a smarter, more conversational Siri — a rival to Google Assistant and OpenAI’s ChatGPT. Fast-forward to March 2025, and that promise is still stuck in limbo.
Critics argue Apple oversold a product it couldn’t deliver. The flashy on-stage demo now feels more like smoke and mirrors than a realistic preview. Siri’s AI makeover, originally expected to roll out within months of the iPhone 16’s release, has been pushed back to 2026. For a company that prides itself on innovation, this delay stings.
Internal Frustrations Boil Over
Robby Walker, senior director for Siri at Apple, didn’t mince words. In a leaked internal meeting cited by Bloomberg, he described the situation as “ugly and embarrassing.”
Apple’s AI team reportedly showcased Siri before the technology was production-ready. Walker admitted the feature only performed accurately around 70-80% of the time — far below industry expectations. That’s a glaring problem when competitors like Google and OpenAI are setting the bar higher with each update.
Apple’s leadership is feeling the heat. CEO Tim Cook is now facing pointed questions about the company’s direction in AI. Some industry watchers speculate that top executives tied to the project could face consequences, though no such moves have been confirmed.
What Went Wrong Behind the Scenes?
So, why the massive delay? It boils down to a few critical factors:
- Underdeveloped Infrastructure: Apple’s AI models reportedly lag behind those of OpenAI and Google. The company has struggled to balance privacy (a key Apple value) with the vast data processing needs of advanced AI.
- Internal Reshuffling: Sources claim Apple’s AI division has seen leadership changes and reorganization. The shakeups may have contributed to missed timelines.
- Overpromising: Publicly showcasing a half-baked product backfired. It’s clear now the iPhone 16 event set expectations Apple wasn’t ready to meet.
Can Apple Still Turn It Around?
Despite the harsh criticism, Apple isn’t giving up. Reports suggest the company aims to ship a refined version of Siri AI alongside iOS 19 in 2025 — though a fully polished experience may not arrive until iOS 20 in late 2026.
The company’s new strategy involves restructuring its AI leadership and devoting more resources to development. The goal? To deliver what Apple is calling “the world’s greatest virtual assistant.” Bold words — but after this high-profile stumble, users may need more than promises to believe it.
