The Apple AI Siri, once a pioneer in intelligent assistants, is now falling behind competitors like Microsoft and Google due to delays in its highly anticipated Apple intelligence updates.
Even though it’s been a core feature for years now, the Apple AI and Siri stagnation contrasts with rivals’ advancements. The delays with rollout of promised Siri AI features did leave Apple struggling to keep pace, revealing the iPhone parent’s need to reclaim its leadership in the evolving AI landscape.
Apple AI Siri Update
After debuting in 2011, Siri led the voice assistant market but eventually Apple AI Siri fell behind competitors. Apple’s Siri AI update will roll in phases, with the most determined features, like the ability to use AI to handle complex tasks, set for mid-2025.
Now, the timeline has been delayed to a vague “coming year.”
Robby Walker, senior director overseeing Apple AI Siri, admitted that promoting the features before they were ready was a mistake. Siri AI functionality issues, including slow performance and problems with the handling of multiple projects, have been cited as primary causes for the delay. Apple’s decision to release such features ahead of time has left the majority to express the frustration towards Apple AI strategy.
Apple AI Siri Delays
In September of 2024, Apple was affected by delays in its advertising campaign, after launching ads featuring actress Bella Ramsey, showcasing a Siri AI feature where Siri recalled a name from one’s personal calendar.
The ad was quickly pulled after the delay, and Apple posted a disclaimer on product pages, stating that the Apple AI Siri features would be available in a future software update which has undermined consumer confidence and questioned the company’s ability to meet its AI promises.
While this is occurring, rivals are also advancing, with Google’s Assistant and Microsoft’s integration of generative AI into their platforms have given rise to improved Siri AI functionality, which has left Apple racing to catch up quickly or face being left behind.
Competitors are also advancing, with Google’s Assistant and Microsoft’s integration of generative AI into their platforms have raised the bar for voice assistant capabilities, leaving Apple scrambling to catch up or risk falling further behind.
Other than the delays of Apple AI Siri, experts have also said that such delays could also impact Apple’s stock performance. Foad Fadaghi, managing director and principal analyst at Telsyte, highlighted that the Apple AI strategy and the postponed Siri updates might slow down the iPhone upgrade cycle, which could affect sales of the iPhone 16.
“It’s fair to say that the [iPhone] upgrade cycle has started a bit slower than expected and could now peak during iPhone 17 or even iPhone 18,” Fadaghi told Information Age.
Final Thoughts
Apple’s struggles with Siri updates and delays as it faces more pressure in the AI race, with competitors push forward with innovative advancements, Apple’s slow progress risks diminishing its market position.
Apple AI Siri features are at the core of its long-term plans, but constant delays will weaken customer trust. How Apple succeeds in passing this test will determine whether it will be able to reclaim its leadership or fall behind in the AI landscape. However, the question is, will Apple’s focus on privacy and integration of AI be enough to compete with the rapid advancements of its rivals?
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