Apple’s AI Ambitions and the Siri Update Delay
One year ago, Apple unveiled a range of features centred around artificial intelligence, collectively termed Apple Intelligence. Recently, the tech giant introduced its latest software updates; however, a significant Siri upgrade highlighted in 2024 was notably absent. During their keynote, Apple executives mentioned that it required "more time to reach a high-quality bar." To shed light on this situation, I spoke with Greg "Joz" Joswiak, Apple’s Senior Vice President of Worldwide Marketing.
Joswiak emphasised that AI at Apple aims to seamlessly enhance user experiences. He stated, "Our approach is to take generative AI and use it to improve features across our apps and operating systems." The goal is for AI to function in the background, making the overall user experience better without drawing attention to itself.
Despite the excitement surrounding these advancements, the voice assistant Siri was expected to integrate personal context capabilities that would allow it to provide more personalised responses based on the user’s data. For instance, Siri was anticipated to answer questions about personal matters, such as family members’ flight details, by leveraging information stored on the user’s device.
Regrettably, the promised features have yet to launch. Joswiak explained that although they initially aimed to roll out the updates within months, they faced quality issues that necessitated delays. "It just wasn’t quite hitting our quality standards," he admitted, noting that the technology did not deliver consistent, reliable functionality.
Ultimately, Apple faced a critical decision: release an imperfect product or wait for an improved version. They opted for the latter, prioritising quality over expediency. Joswiak stated, "We had to make a tough call to hold it off… we want to deliver a better experience."
Despite recent criticisms regarding this setback, Joswiak believes the decision to postpone the release was the right choice, asserting that customers would be more disappointed by a subpar product than by a delay. He noted that while Apple welcomes high expectations from users, the company’s commitment to quality remains paramount.
Looking ahead, it appears that significant improvements to Siri are unlikely before 2025, with hoped-for enhancements, including personal context features, potentially arriving in 2026, ahead of Apple’s next Worldwide Developers Conference.
In summary, while Apple grapples with delivering on its ambitious AI promises, the company remains focused on ensuring that when new features are launched, they meet the high-quality standards that users expect.