Apple’s continued AI strategy has been reported on, signalling that the company is working to get Siri’s Apple Intelligence upgrade on track. This follows after a number of significant failures and struggles by the company.
According to a recent report from Bloomberg‘s Mark Gurman, Apple is working to improve and get itself on track when it comes to its AI initiative, including rebuilding Siri from the ground up. The report goes on to state that Apple is working on an ‘LLM Siri’, a generative AI version of the digital assistant. However, as Gurman claims, previous attempts to get a revamped AI version of Siri haven’t been working internally.
Gurman claims a number of reasons why Apple hasn’t been able to get the new version of Siri off the ground and on schedule. Last year at WWDC, the company revealed Apple Intelligence as well as a suite of features to arrive for Siri. As the company announced at the time, Siri was being redesigned with AI features, including cross-app functionality and contextual uses. While many Apple Intelligence features are now accessible, the Siri overhaul has been stalled on numerous occasions.
According to Gurman, part of the reason was due to Apple software chief Craig Federighi’s reluctance “to make large investments in AI.” Apple was also late to the game when it came to AI. The report claims that Apple Intelligence “wasn’t even an idea” prior to ChatGPT’s launch in 2022.
As Apple began to ramp up its priority of AI, the company leveraged AI chief John Giannandrea, who joined the company in 2018. Gurman’s report states that Giannandrea didn’t “fit in” with Apple’s inner circle. It’s claimed by Apple employees sourced in the report, that Giannandrea didn’t push workers hard enough or that he didn’t see OpenAI or Google as a threat to the company.
Another major hurdle for Apple that’s cited in the report is the state of the old version of Siri. Apparently, the company struggled to use the former version of Siri and add generative AI features to it. As the company continued to cobble together additive features for Siri, the software would continue to break. “It’s whack-a-mole. You fix one issue, and three more crop up,” an employee said.
Finally, Apple’s marketing was too ambitious and forward-thinking. Over 2024 and into the early months of this year, Apple relied deeply on features that would arrive and promises that proved to be difficult. This includes an improved, revamped version of Siri or Apple Intelligence features that’d be able to complete cross-app functions.
According to Gurman, Apple is now planning to stop announcing new features that may not be ready for more than a few months out. This includes spending time discussing Siri at WWDC next month. After placing such an emphasis on Apple Intelligence this calendar year, it’ll be interesting to see how the messaging is structured during WWDC 2025.
Want to see more of our stories on Google?
P.S. Want to keep this site truly independent? Support us by buying us a beer, treating us to a coffee, or shopping through Amazon here. Links in this post are affiliate links, so we earn a tiny commission at no charge to you. Thanks for supporting independent Canadian media!
Siri is the worst assistant on the market by a mile. It’s embarrassing.
I never use Siri on my iPhone 15, I use the ChatGPT, DeepSeek, Gemini, or Perplexity apps. I can download an app to run AI, but Apple deems my iPhone 15 inefficient or obsolete to run Apple intelligence is not the way to do it.
My point was about the integration. If you’re using an app, you miss my point entirely.
The part about the iPhone 15 was about the integration with the OS.
Literally what i said
The part about the iPhone 15 was about the integration with the OS.