Apple has found itself at the center of controversy once again, this time over delays in its artificial intelligence advancements and the much-anticipated Siri improvements. Despite showcasing ambitious AI-driven features at last year’s WWDC, the company has now postponed these enhancements indefinitely, raising concerns about its ability to keep up with competitors in the AI space.
According to a recent report from Bloomberg, an internal all-hands meeting within Apple’s Siri division revealed frustration and uncertainty among employees. Senior director Robby Walker, who leads the team, acknowledged the delay as an “ugly” situation and empathized with staff members who feel demoralized by the setbacks. He also hinted that the promised Siri upgrades may not even be included in iOS 19, despite it being the current target. “That doesn’t mean we’re shipping then,” Walker told employees, emphasizing that other company projects had taken priority.
One source of tension appears to be a disconnect between Apple’s Siri team and its marketing department. Walker disclosed that Apple’s communications team had prematurely promoted features like Siri’s improved contextual awareness and on-screen action capabilities—despite those functions being far from ready. These overly optimistic announcements raised customer expectations, only for Apple to later retract them. The company even removed an iPhone 16 ad showcasing these AI advancements and added disclaimers on its website, stating that the features are delayed indefinitely. Bloomberg’s Mark Gurman reported that the decision was due to critical quality issues, with the new Siri failing to function properly up to 30% of the time.
Apple has remained tight-lipped about the situation, aside from a vague statement acknowledging that the rollout is “taking longer than expected.” However, internally, executives such as software chief Craig Federighi and AI head John Giannandrea are reportedly taking “intense personal accountability” for the delays.
Despite these challenges, Walker assured employees that Apple is still committed to delivering a significantly improved Siri experience. “Customers aren’t just expecting these new features—they want a fully refined and reliable Siri,” he stated. He praised the team’s hard work, noting that Apple refuses to ship half-baked features, even if competitors have already introduced similar AI advancements.
For now, users eager for an enhanced Siri will have to wait, as Apple races to get its AI technology up to standard while trying to maintain its reputation for quality and reliability. Whether the new Siri experience will be ready in time for iOS 19—or pushed even further—is still uncertain.
