Apple is facing internal turmoil over the delays in rolling out key artificial intelligence (AI) features for Siri, with a senior executive admitting the situation has been "ugly" and "embarrassing." Robby Walker, Apple's senior director overseeing Siri, reportedly made the remarks during a recent company-wide meeting, shedding light on the challenges the tech giant faces in delivering on its AI ambitions.
Premature Announcement Backfires
According to a Bloomberg report, Walker acknowledged that Apple may have set itself up for criticism by showcasing its plans too early. "This was not one of these situations where we get to show people our plan after it's done. We showed people before," he stated. The comments highlight internal frustrations over the premature unveiling of Siri's anticipated AI-powered enhancements.
Apple first introduced these features at its Worldwide Developers Conference (WWDC) in June last year, positioning them as major upgrades that would enable Siri to better understand and interact with users based on their personal data. These capabilities were expected to be a key selling point for the upcoming iPhone 16. However, Apple recently confirmed that the rollout would be delayed indefinitely, dealing a blow to its AI roadmap.
Performance Issues Cause Setbacks
The delay stems from performance inconsistencies, as Walker explained that the technology currently works accurately only "two-thirds to 80% of the time," meaning failures occur roughly once in every three attempts. Apple leadership determined that this level of reliability was insufficient for a public release.
Walker also pointed to competing priorities within the company as a reason for the setback. "We have other commitments across Apple to other projects," he told employees, hinting that some of these initiatives carry greater urgency. Bloomberg sources indicate that Apple is now looking at iOS 19 as a potential timeline for the AI updates, though Walker cautioned that this "doesn't mean that we're shipping then."
Apple Marketing vs. Engineering: Internal Tensions Emerge
Tensions between Apple's Siri team and its marketing department also came to light during the meeting. Walker noted that Apple's marketing communications team had pushed to promote the features even though they were not ready for launch. This misalignment led to Apple pulling an iPhone 16 advertisement showcasing the AI capabilities from YouTube, further underscoring the internal discord.
Despite acknowledging the frustration and disappointment within the team, Walker expressed confidence in Apple's long-term AI strategy. "We will eventually ship the world's greatest virtual assistant," he assured employees, while also recognising the emotional toll of the delay. "I know people are angry, disappointed, burned out, and embarrassed," he said, empathising with the challenges faced by his team.
Leadership Adjustments to Address AI Challenges
Although no immediate executive departures are expected as a result of the AI crisis, Bloomberg reports that Apple is making internal leadership adjustments.
More senior executives are now reporting to AI chief John Giannandrea, and veteran Apple executive Kim Vorrath has been brought in to help steer the company's AI efforts in a more structured direction.
Apple’s AI Future Hangs in the Balance
The setback comes as Apple finds itself in an increasingly competitive AI race against rivals like Google and OpenAI, both of which have made significant strides in integrating AI into their products. With expectations running high, Apple will need to ensure that when its delayed AI features finally arrive, they deliver the level of performance and innovation that customers demand.