Apple Knows That Its Misleading AI Ads Are 'Embarrassing' and 'Ugly'

Apple's Siri AI Upgrade Faces Significant Delays, Causing Internal Dismay

Apple recently held an internal meeting with its Siri team to address the substantial delay of its heavily advertised AI-enhanced features. Sources within Apple, speaking to Bloomberg's Mark Gurman, described the mood as one of embarrassment and frustration.

The delay, impacting functionality prominently featured in iPhone 16 marketing campaigns, is even more significant than initially anticipated. Apple senior director Robby Walker acknowledged the "ugly" situation created by prematurely showcasing unfinished features in marketing materials.

Walker revealed that the AI Siri enhancements might not be ready for the iOS 19.X release, with a hoped-for launch before fall 2026. However, competing priorities may push the rollout to iOS 20, resulting in a release no earlier than September 2026. Walker reportedly stated that the marketing department's decision to promote the features before completion was a significant misstep.

The delay is attributed to the unfinished state of the AI, currently functioning reliably only 80% of the time. While not explicitly discussed in the meeting, underlying anxieties about the performance of existing AI features, which reportedly fall short of advertised capabilities, likely influenced the conversation. Walker reportedly emphasized that the AI features aren't ready for public release, even though competitors may have launched similar, less-refined versions.

Apple's lagging position in the AI race is undeniable. The company's slow feature rollout and reliance on third parties like OpenAI, coupled with generally poor implementation of existing AI functionality, have contributed to this setback. Inconsistencies in features like Notification Summaries further highlight these challenges.

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Despite the setbacks, Walker expressed confidence in the Siri team's progress, showcasing demos of AI-controlled apps, email attachment management, and information retrieval from photos. He acknowledged the team's likely feelings of anger, disappointment, burnout, and embarrassment.

Apple's stock price experienced a 10% drop following news of the delay. While a broader market downturn is also a factor, the true impact of the Siri delay remains uncertain. Rumors of an upcoming iOS and macOS redesign, circulating shortly after the delay, may have somewhat mitigated the negative impact.

In summary, Apple anticipates the AI-enhanced Siri sometime in 2026, with no firm internal deadline. Failure to integrate it into iOS 19.X points towards a September 2026 release with iOS 20.

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