Apple's Siri Delay Masks AI Ambitions and Internal Shake-Ups

Apple's delay in Siri upgrades has highlighted its AI shortcomings, but the company's true AI ambitions may lie behind the scenes. Apple's postponement of a feature that would allow Siri to access personal data from messages, emails, and photos has drawn attention to its lag in AI. However, internal shake-ups and a focus on AI development suggest that the company is working on more significant AI initiatives.

Apple's recent delay in Siri upgrades has underscored the company's ongoing struggles with artificial intelligence. The postponement of a feature that would allow Siri to access personal data from messages, emails, and photos has drawn attention to Apple's lag in AI development. However, internal shake-ups and a focus on AI development suggest that the company is working on more significant initiatives behind the scenes.

The delay in Siri's personal data access feature was announced as part of a broader set of changes within Apple, including executive shifts and a renewed focus on AI. While the delay has been criticized for not delivering on the promises made during the 2024 Worldwide Developers Conference, it has also highlighted the company's commitment to ensuring the feature works seamlessly across a wide range of apps and scenarios.

Apple's AI ambitions extend beyond Siri. The company has been quietly working on an upgraded version of App Intents, which could make Siri a true hands-free controller of the iPhone. This feature, if successful, could revolutionize how users interact with their devices, potentially making Apple's upcoming home devices more compelling. However, the success of this initiative depends on Apple's ability to ensure the system works accurately and reliably with a sufficient number of apps.

The delay in Siri's personal data access feature has also had a ripple effect on other product plans. Apple's smart display, initially slated for release next year, has been pushed back by an entire year due to the Siri delay. This delay underscores the importance of the new App Intents feature, which Apple believes is crucial for the success of its upcoming home devices.

Internally, Apple is taking the Siri delay seriously. The company's global data operations team has been testing and perfecting the new Siri feature, focusing on ensuring it works accurately with a wide range of apps. There are concerns about the software failing in high-stakes scenarios, such as health or banking apps, which is why Apple is considering sharply limiting what Siri can do in these areas.

Apple's AI initiatives extend beyond Siri. The company is also working on a new Answers, Knowledge, and Information (AKI) team, which aims to create a ChatGPT-like search product. This initiative is part of Apple's broader push to rethink search on its platforms, which could be upended by the US government's potential action against its $20 billion-a-year search deal with Google.

The recent departures of several AI engineers from Apple to Meta Platforms Inc. highlight the challenges the company faces in retaining top talent. These departures, while not directly related to the Siri delay, underscore the competitive nature of the AI job market and the pressure Apple is under to innovate.

In conclusion, while Apple's delay in Siri upgrades has highlighted the company's AI shortcomings, it also suggests a renewed focus on more significant AI initiatives. The success of these initiatives will be critical to Apple's future, particularly as the company looks to expand its ecosystem of voice-first devices.

References:
[1] https://www.bloomberg.com/news/newsletters/2025-08-10/apple-app-intents-voice-control-feature-for-siri-apps-ios-26-release-timing