Apple has a problem. Siri, the voice assistant once considered revolutionary, is falling short of expectations. Apple Intelligence was supposed to change that and make Siri more intelligent, but many of the announced features are missing or postponed. Users are waiting for real progress, while competitors like Google Gemini and Microsoft's Copilot are already setting new standards. What went wrong? Why can't Apple deliver? And what does this mean for Siri's future?
Apple rarely announces anything that isn't fully developed. But with Apple Intelligence, the Cupertino-based company seems to have broken its own rule. It promised an improved Siri, contextual replies, and optimized voice control. But instead of progress, there are delays. Features that should have been available long ago have been postponed until 2026. The problem is clear internally. Robby Walker, the person responsible for Siri, has admitted the difficulties. He called the situation "embarrassing" and "disappointing." But there have been no consequences, at least not for Apple's management. While other companies would make personnel changes, Apple is sticking with its tight-knit management structure.
What is behind the delays and what does this mean for Siri?
Apple's big announcement and the reality
Apple Intelligence was announced as the major AI upgrade for iPhones, iPads, and Macs. The most important innovation: Siri would finally understand what users really want. Contextual answers, better system integration, and more natural speech output were promised. But there is no sign of these improvements. Apple had already begun marketing it in late 2024, but it is now clear that many features will not be rolled out as planned. Screen Awareness and Personal Context, two core functions of Apple Intelligence, have been postponed. Apple does not expect full implementation until 2026.
Internal problems and lack of consequences
It's unusual for Apple to promote a product so early, before it's finished. The company usually keeps a low profile until it's sure everything works. But this time, Apple overpromised and underdelivered. Robby Walker has admitted internally that Apple itself raised expectations too high. But even though the problems are obvious, there are no visible consequences for management. In other companies, such a failure would usually lead to the resignation or replacement of those responsible. But at Apple, everything remains the same. Apple management is a closed group. Tim Cook has been CEO since 2011, Jeff Williams COO since 2010. Most senior employees have been in their positions for over a decade. Apple tolerates occasional setbacks as long as the big picture works. But how long can the company afford such delays?
Competitive pressure is increasing
While Apple struggles with Siri, Google and Microsoft have made great strides. Google Gemini is deeply integrated into the Google ecosystem and can provide contextual answers. Microsoft's Copilot AI Engine helps with productivity and is integrated into Office applications and Windows. Siri, on the other hand, feels outdated to many users. Without real progress, Apple risks being left behind. The competition not only has more powerful AI assistants, but also integrates them faster and more consistently. The problem for Apple: User expectations are high. Many are waiting for a truly smart Siri, but improvements are slow. Apple can no longer afford delays if it wants to play a leading role in the AI world.
The retreat – a turning point?
This week, Apple management is meeting for its annual retreat in Carmel Valley Ranch. These meetings usually focus on long-term strategies and new products. But this year the focus is likely to be on Siri and Apple Intelligence. The question is whether Apple has a plan to deliver the promised features more quickly. The delays show that Apple is either struggling with unexpected technical challenges or that internal processes are not as efficient as they should be. There are signs that Apple is becoming more cautious. The advertising campaign for Apple Intelligence has been withdrawn for the time being. Officially, this is because Apple doesn't want to promote the new features until they are available. But this also shows that Apple is aware that it promised too much too soon.
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What does the future hold for Siri?
Apple's next big opportunity to improve Siri is iOS 19. The new version of the operating system is scheduled for release in fall 2025 and could bring with it an improved Siri. But even if that succeeds, the question remains whether Apple can truly keep up with Google and Microsoft. The biggest challenge will be to avoid any further delays. Apple can't afford any more failures if it wants to remain relevant in the AI race. For users, this means one thing above all: patience. Apple will continue to improve Siri, but the major innovations are coming later than hoped. Until then, Siri will remain what it is today—a voice assistant with a lot of untapped potential. The best products for you: Our Amazon Storefront offers a wide range of accessories, including for HomeKit. (Image: Apple)
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