Apple’s First AI Siri Fell Short, Says Craig Federighi
▼ Summary
– Apple delayed its upgraded Siri in March, citing the need for more time to deliver promised features.
– At WWDC 2024, Apple announced Siri would gain personal context awareness and app action capabilities, but the feature wasn’t ready due to reliability issues.
– Apple executives emphasized prioritizing quality over rushing a release, even if it meant disappointing customers with delays.
– Federighi stated that reliable device automation is currently challenging, and Apple aimed to be the first to do it well.
– Despite promising early results, Apple decided the feature didn’t meet its reliability standards for release.
Apple executives have openly admitted their initial AI-powered Siri upgrade failed to meet the company’s rigorous standards, leading to its delayed release. During a recent interview, senior leaders explained why pushing forward with an imperfect product simply wasn’t an option.
At WWDC 2024, Apple previewed an enhanced version of Siri designed to understand personal context and perform app-based tasks automatically. However, software chief Craig Federighi revealed the assistant’s performance proved inconsistent during development. “The quality just didn’t converge where we needed it to,” he stated, emphasizing Apple’s refusal to compromise on reliability.
Marketing head Greg Joswiak defended the postponement, noting that releasing a subpar product would have damaged customer trust more than the delay itself. “Shipping something with unacceptable error rates would’ve been far worse,” he explained. Both executives stressed that maintaining Apple’s reputation for polished user experiences outweighed any pressure to rush features to market.
When questioned about the challenges, Federighi acknowledged that no company has yet perfected reliable on-device AI automation – an area where Apple had hoped to lead. Early prototypes showed promise, but the team ultimately determined the technology wasn’t ready for prime time. “Being first matters less than being right,” Federighi noted, suggesting Apple would rather refine its approach than chase competitors.
The candid discussion highlights Apple’s unwavering focus on quality control, even as rivals flood the market with AI features. While the delay frustrates some users, it reinforces the company’s philosophy of prioritizing seamless functionality over being first to market with unproven technology.
(Source: The Verge)
