Apple's AI issue, labeled as "unattractive" and "embarrassing," is sparking internal discord within the corporation
Apple's voice assistant, Siri, is experiencing delays in its anticipated overhaul, causing tension within the tech giant. According to a leaked internal meeting, the marketing and software teams are experiencing tension due to these delays.
Initially, Apple had hoped to unveil the new Siri features with the release of iOS 19. However, these features are not guaranteed to be available even with that update. The delays in Siri's improvements have caused concern, as they may impact the perception of Apple's ability to justify the wait.
In the past six months, Apple has made some improvements to Siri. The voice assistant has become more conversational, and new features such as type-to-Siri and product knowledge have been introduced. Siri has also been integrated with ChatGPT.
Despite these improvements, the rollout of the Siri features is anticipated to take place in the coming year. Apple announced last week that these features will take longer than anticipated. The delay has caused confusion in the tech world, with some questioning Apple's ability to deliver on its promises.
The leaked meeting indicates that Apple's own teases of the software have contributed to the current situation. The advertising and communications team at Apple wanted to showcase Siri features at last year's Worldwide Developers Conference (WWDC), despite them not being ready.
The leader of Siri at Apple, Robby Walker, was described as 'dirty and stumbling' in the internal meeting. Walker was responsible for Siri's development until early 2025, before the responsibility shifted to the software department under Craig Federighi.
Apple is working on a more personalized Siri, giving it more awareness of the user's personal context and the ability to take action within and across apps. The advertisement that Apple pulled showcased these features, further fuelling speculation about the delays.
Despite the current challenges, the launch of Apple Intelligence was accompanied by the promise to completely overhaul Siri. The delay in the rollout of the Siri features may impact the perception of Apple's ability to deliver on this promise. However, Apple remains committed to delivering a more intelligent and personalized Siri in the near future.
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