Apple Overpromised on AI Siri and Its Workers Is Not Glad About it

Final week, in a traditional Friday information dump, Apple made the deeply embarrassing announcement that it will be delaying plans to infuse its voice assistant Siri with synthetic intelligence-powered capabilities. However that announcement didn’t simply ship its inventory value tumbling. In keeping with a new report from Bloomberg, it’s additionally triggered morale inside its Siri group to spiral, too.

Per the within account of Apple’s points, Robby Walker, a senior director in Apple’s Siri division, held an all-hands assembly for the group and acknowledged that issues had been…not nice. He acknowledged that group members may really feel indignant, embarrassed, and burned out by the entire state of affairs. “You might need co-workers or pals or household asking you what occurred, and it doesn’t really feel good,” he reportedly stated, according to Bloomberg.

What additionally doesn’t really feel good is the obvious indisputable fact that Apple’s advertising kinda left the Siri people hanging out to dry. They began operating adverts selling the options that may be out there within the suped-up Siri final yr, promising that it’d arrive by June of this yr. These options had been speculated to be a part of the broader suite of Apple Intelligence choices—one of many major promoting factors of the iPhone 16, which in any other case didn’t provide a complete lot of upgrades. However now these aren’t coming.

In actual fact, it appears there’s no clear timeline for after they truly will arrive. Walker reportedly advised the group that whereas Apple would really like for his or her new intelligence options to roll out together with the launch of iOS 19, anticipated to be out there this summer time, it “doesn’t imply that we’re transport then.” At the moment, Bloomberg experiences that the in-progress Siri function solely works the best way it’s speculated to between two-thirds to 80% of the time—which each sounds woefully inadequate and, when you have any expertise with Siri, is about according to how properly it already works.

Whereas lacking a deadline is painful and embarrassing, perhaps the Siri group ought to take solace in the truth that most individuals most likely aren’t lacking these promised options all that a lot. A December 2024 survey from commerce journal SellCell discovered that 73% of iPhone house owners discovered the corporate’s new AI options to “add little to no worth.”

That stated, voice assistants like Siri kinda appear to be a no brainer utility for synthetic intelligence. It’s shocking that it’s taken so lengthy for firms to get round to really integrating it. Apple isn’t alone on this drawback. It took till final month for Amazon to announce AI-powered features for its Alexa voice assistant, and even these are getting slow-rolled as the corporate introduces them to a restricted collection of units in the intervening time. For all of the hype AI generates, it looks as if discovering methods to get consumers to use it is tougher than it could appear.