Apple’s AI Delay: Can Siri Catch Up in the AI Race?
How much further behind can Siri get?
As I watch the tech industry evolve at lightning speed, it’s hard not to notice that Apple is facing a significant challenge with its AI efforts. The recent delay in enhancing Siri, Apple’s voice assistant, has raised eyebrows and sparked concerns that the company might be falling behind its competitors in the AI race. Let’s dive into what this means for Apple and the broader tech landscape.
The Delay: What's Happening with Siri?
Apple confirmed earlier this month that the enhanced Siri features, which were initially expected to arrive soon, are now slated for release “in the coming year.” This delay has prompted Apple to remove a 2024 ad that showcased Siri’s upcoming AI capabilities. The delay is not just a minor setback; it’s a significant issue that has been described by Apple executives as “ugly” and “embarrassing” in internal meetings.
The features that were supposed to make Apple Intelligence stand out, such as Siri’s ability to understand personal relationships and context by drawing information from multiple apps, are still in the works. For instance, Siri was demonstrated answering questions like “when does my mom’s flight land?” by seamlessly integrating data across different apps. This capability was what generated the most excitement during last year’s demo, but it remains elusive.
What Apple Has Delivered So Far
While Apple has started rolling out parts of its Apple Intelligence strategy, the features that have arrived so far are more like nice-to-haves rather than game-changers. These include custom emojis, Image Playground, writing assistance, and ChatGPT integration. However, even these features are not as advanced as what some competitors offer. For example, Google has recently introduced an option to integrate search history with Gemini, and Microsoft has shipped its Recall feature for Copilot+ PCs.
The Broader AI Landscape
The tech industry is moving forward with unprecedented speed in AI. Amazon, despite its own challenges, has announced plans for Alexa+, an AI-infused upgrade to its voice assistant. Google and Microsoft are also pushing the boundaries with new AI capabilities like reasoning models and semi-autonomous agents.
What It Means for Apple
Industry observers are not holding back in their criticism. Daring Fireball’s John Gruber argues that the real issue isn’t the delay itself but that Apple promoted a narrative that wasn’t true. This has damaged Apple’s reputation for only releasing products when they’re ready.
Apple’s delay in enhancing Siri highlights the challenges the company faces in keeping up with the rapid advancements in AI. While Apple has always been known for its focus on privacy and security, its current AI offerings are not yet on par with those of its competitors. The coming year will be crucial for Apple to deliver on its promises and regain its footing in the AI race.
Photo by Miguel Tomás on Unsplash
