Apple is working hard to integrate artificial intelligence (AI) into its voice assistant, Siri, but it seems the tech giant is lagging behind schedule, according to Mark Gurman, a well-known reporter for Bloomberg. In his Power On newsletter, Gurman shared details about the engineering challenges Apple is facing with Siri’s AI upgrade.
Originally, Apple had planned for the major Siri upgrade to roll out with iOS 18.4, which was supposed to be released in April. However, due to ongoing technical issues and inconsistent smart features, the release date has now been pushed to May, likely with the iOS 18.5 update.
Gurman revealed that Apple Intelligence, the company’s broader initiative to enhance Siri with AI, has been released in stages. However, significant features are still missing from key global markets, including Continental Europe and China.
The new Siri features are expected to be a game changer for Apple, as the company aims to compete with leading AI platforms such as ChatGPT, Google Gemini, and Meta’s Llama. Some key features include:
- Deeper integration with personal data to provide more accurate responses.
- Enhanced abilities to control apps and interact with content on the device more precisely.
- The capability to understand and interpret what’s happening on the screen, allowing for more intelligent interactions.
Despite these ambitious goals, Apple is encountering significant internal struggles to meet deadlines, which may delay some features further. It’s even been suggested that certain features planned for iOS 19 might not roll out until 2026.
Apple aims to sustain its competitive edge amidst the rapid advancements made by OpenAI, Google, and Meta. These competitors have already gained significant momentum with their AI-powered tools, and Apple must accelerate its efforts to catch up. Delays in development and implementation indicate that the company is encountering obstacles that could delay its broader ambitions.
The Apple Intelligence initiative is expected to elevate Siri from a basic voice assistant to a more capable AI tool, but the company’s ability to meet deadlines and deliver on its promises will be key to its success in this rapidly changing space.