The digital assistant Siri has been re -showcated by Apple for a long time and puts it at the center of the iPhone experience. But this time things didn’t go as expected. The artificial intelligence -backed Siri, announced with the iPhone 16, was postponed to 2026, according to what is said.
Two different collective cases in the United States focus on Apple’s aggressive marketing strategies. Plaintiffs argue that Siri’s promised features will be active with the device. Another case filed in Canada’s state of British Columbia includes similar allegations of misleading. All three cases are carried out with a request for financial compensation.
Apple Siri also withdrew the ad
In this process, Apple’s Siri’yi advertising that stands out with withdrawal said. The advertisement included the famous actor Bella Ramsey. The promotional film strengthened the impression that Siri came with impressive innovations. However, the information that these features will be presented at the earliest 2025 later reached consumers.
At the center of the cases, there is a claim that “misleading promotion”. Users say they get the iPhone 16 not only for hardware reasons, but because of the artificial intelligence features that Siri offers. Therefore, the subject of the case is not just a technical postponement; damage to consumer confidence. It is a question of how Apple will develop a defense to these claims.
All these claims brought up Apple’s in -house structural problems. A report published by The Information, Siri’s promotional videos were prepared through non -working systems. It turned out that the Siri team had no interest in the introduction. This reveals the lack of coordination between marketing and engineering teams.
Some executives in the company, such as chatgpt artificial intelligence technologies underestimated the impact is also stated. Apple’s GPU infrastructure needed to use during the artificial intelligence development process has not been made. John Giannandrea, who is at the head of Apple’s AI unit, wanted to take steps in this regard, but Luca Maestri, Director of Financial Affairs, reduced the requested budget. This decision, despite the approval of CEO Tim Cook, was another remarkable detail in the report.
Although Apple is known for its perception of reliability in the world of technology, the last experiences shows that this perception can be damaged. In particular, the timely promised features are not presented on time, it is an element that directly affects users’ purchasing decisions. This requires the company to review advertising and communication strategies. It is now clear that the brand value may be damaged in cases where expectations are not correctly managed.