Apple Inc.’s struggles in the artificial intelligence sector have intensified, with the company announcing on Friday that long-awaited upgrades to its Siri digital assistant have been postponed indefinitely. The delay, seen as a major setback for Apple’s AI ambitions, raises concerns about its ability to keep pace with competitors in the rapidly evolving field of artificial intelligence.
The affected features, originally unveiled at Apple’s Worldwide Developers Conference (WWDC) last June, were set to introduce advanced AI capabilities, including improved personalisation and enhanced app control. Initially, these upgrades were expected to arrive as part of the iOS 18.4 update in April. However, Apple has now pushed the release to “the coming year” with no specific timeframe, marking yet another delay in its AI roadmap.
Ongoing technical difficulties and internal discontent
Bloomberg News had previously reported in February that Apple was struggling to finalise development of the new Siri features, pushing their expected release to at least May with iOS 18.5. However, sources involved in the project now suggest the issues are more severe than initially thought. Despite frantic efforts by Apple engineers to resolve persistent bugs, the company has been unable to stabilise the software, leading to a decision to delay the features until 2025 at the earliest.
Senior Apple executives, including software chief Craig Federighi, have reportedly raised significant concerns over the performance of the new Siri capabilities. Internal testing revealed that the features failed to function as intended, casting doubt over their reliability. Some insiders fear that Apple may ultimately have to abandon the project and rebuild Siri’s AI foundation from scratch, delaying any meaningful advancements until at least 2026, when a next-generation version of the digital assistant is expected to be introduced.
An Apple spokeswoman declined to comment on the matter.
A blow to Apple’s AI strategy
Apple’s inability to deliver the promised Siri enhancements represents a significant challenge to its broader AI strategy. The company has faced growing criticism for lagging behind rivals such as Google, Amazon, and Microsoft, all of whom have made significant advancements in AI-driven assistants and generative AI models.
When Apple first showcased its Apple Intelligence AI platform last year, expectations were high that Siri would be transformed into a more conversational and capable assistant, akin to OpenAI’s ChatGPT. The delay now places Apple at a disadvantage, especially as competitors continue to integrate AI into their ecosystems at an accelerating pace.
The postponement also affects Apple’s marketing narrative. The company had heavily promoted its latest iPhone models as being “built from the ground up for Apple Intelligence,” creating an expectation among consumers that advanced AI-driven Siri functionality would soon be available. However, with the core features now facing an uncertain release date, Apple risks customer dissatisfaction and potential backlash.
Growing internal pressure and calls for leadership changes
The continued setbacks have led to internal tensions within Apple’s AI division. Bloomberg News recently reported that some employees believe CEO Tim Cook and Apple’s board should intervene and make leadership changes within the AI team to prevent further delays and reputational damage.
In response to the mounting crisis, Apple has enlisted veteran software executive Kim Vorrath to help steer the project. However, it remains unclear whether these leadership adjustments will be enough to address the fundamental challenges facing Siri’s development.
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Competition gaining ground
Apple’s struggles come at a time when its competitors are making significant strides in AI. Amazon is set to launch its upgraded Alexa+ assistant this month, boasting new capabilities powered by advanced AI models. Meanwhile, Google and Samsung have already integrated AI more deeply into their smartphone ecosystems, giving them a competitive edge in the voice assistant market.
Adding to Apple’s difficulties, some experts believe that Siri’s next-generation AI models will require more powerful on-device hardware to function effectively. This could lead to trade-offs, such as limiting features on older iPhone models or slowing down performance on existing devices. It also raises the possibility that Apple may need to enhance the processing capabilities of future iPhones to fully support its AI vision.
What this means for Apple users
Despite the indefinite delay of Siri’s major AI overhaul, Apple has introduced some minor refinements in iOS 18, including a new interface and an integration with OpenAI’s ChatGPT chatbot. However, these updates do not fundamentally alter Siri’s core technology, leaving Apple users without the advanced AI-driven capabilities initially promised.
Aware of potential customer frustration, Apple has reportedly provided guidance to its AppleCare support representatives. According to an internal memo, staff have been instructed to reassure users that Siri’s new features are still on the way, albeit with no concrete timeline.
Looking ahead
With Apple’s AI ambitions now facing significant delays, the company’s next moves will be closely watched. If it fails to deliver meaningful AI enhancements soon, it risks falling even further behind its competitors.
For now, Apple’s customers will have to wait—potentially for years—before Siri receives the major AI-driven upgrade that was originally promised.
