Although Apple is working on various innovations in order not to fall behind in the artificial intelligence race, it is experiencing serious problems in Siri’s development. The company’s new Siri features, which the company introduced last June, have not been presented to users, which increases the discussions on Apple’s position in the field of technology. The Apple Intelligence features, which are expected to make Siri smarter smarter, have been postponed indefinitely because they could not be completed on planned dates. Even at the company’s own internal meetings, no clear explanation was made about when these features would be fully implemented. The uncertainty about the future of Siri is a serious problem for Apple, which cannot meet user expectations.
According to information transferred by Bloomberg, Robby Walker, one of the executives of the Siri team in Apple, admitted that this delay was a major problem. Walker described the situation in his meeting with employees as “ugly, and that the team found that the loss of motivation also found it understandable. Although Siri’s goal is to present its innovations with the iOS 19 version, it was emphasized that it was not certain and that the delay could be further extended. According to Walker, Apple has to focus on different projects in artificial intelligence, Siri’s development is in the background. This increases the risk of being behind the company’s competitors.
Apple’s lagging behind its competitors in artificial intelligence leads to controversy within the company
According to information from within the company, Apple is experiencing significant differences of opinion between the artificial intelligence team and the marketing team. Walker, Apple’s communication team, Siri’nin wants to highlight the features that are not yet ready, but this situation damage the company’s image, he said. The features that will be offered to users, but still under development, are disappointing while raising expectations. Apple had to withdraw some information about Siri in the promotion of the iPhone 16 to minimize the impact of this situation. In addition, the explanations regarding these features previously announced on the company’s website were updated and revised as “postponed to an indefinite date”.
One of the biggest problems that Apple faces is that it falls behind in the artificial intelligence race. Companies such as Google and OpenAI have developed advanced artificial intelligence systems equipped with large language models, while Apple has not yet made Siri even to meet the expectations even at the basic level. While Siri was expected to establish a significant interaction with the content of the user on the screen, increase the contextual understanding and offer a more natural experience, it was reported that these features did not work steadily in internal tests. According to Mark Gurman’s information, these new capabilities were not released because they gave unsuccessful results at a rate of approximately one -third during the test phase.
Apple’s biggest competitors quickly improve the user experience by rapidly improving artificial intelligence -based assistants. OpenAI’s Chatgpt and Google’s Gemini model make serious progress in natural language processing, while Apple’s technical and strategic problems on Siri are weakening the company’s competitiveness. On the other hand, the existing deficiencies of Siri are not limited to the delay of new features. Apple users, Siri’s voice commands have not understood enough for years and are less functional than competitors, he says. Apple needs to eliminate these deficiencies and turn Siri into a really strong artificial intelligence assistant.
Apple administration is aware of the problems in the process of developing Siri and is trying to take responsibility. Robby Walker said to the team that senior executives, especially Craig Federight at the head of the software unit and John Giannandrea, the leader of the artificial intelligence team, have a “personally responsible” from this process. However, considering Apple’s current situation in this field, it may not be enough to take responsibility. Users are waiting for a more comprehensive, reliable and stable Siri experience, not just new features.
If Apple wants to come back to a strong position in the artificial intelligence race, it has to make Siri more innovative and functional than its competitors. In addition, the company needs to set more realistic goals and manage user expectations before announcing new features. Otherwise, Apple’s backwardness in the field of artificial intelligence may become even more evident, which may damage the company’s prestige in the long run. The modernization of Siri is critical for Apple’s general ecosystem, and the steps that the company will take will determine the future technology strategy.