Apple Delays Siri Upgrades Amid AI Competition Struggles
▼ Summary
– Apple’s WWDC 2025 largely ignored Siri, focusing instead on other Apple Intelligence features like live translation, despite Siri’s promised personalization updates being delayed.
– Apple briefly mentioned improving Siri to be “more natural and more helpful,” but key personalization features announced last year remain unfinished and delayed.
– Critics note Apple lags behind competitors like Google and Microsoft in AI advancements, with Siri rarely mentioned alongside leading AI models or agent capabilities.
– Apple introduced smaller AI-powered updates, including ChatGPT integration for creative tasks and live translation, but failed to expand AI options beyond ChatGPT for Siri.
– Apple had hinted at future integration with Google’s Gemini, but no such announcement was made at WWDC 2025, leaving users waiting for broader AI model choices.
Apple’s latest WWDC event showcased numerous software innovations, but one notable absence was meaningful progress on Siri upgrades. While the company emphasized advancements in Apple Intelligence and introduced features like real-time translation for Messages and FaceTime, its virtual assistant received minimal attention. Instead, Apple quietly acknowledged delays in delivering previously promised Siri enhancements, leaving many questioning its position in the competitive AI landscape.
During the keynote, Craig Federighi, Apple’s senior vice president of software engineering, confirmed that personalization features for Siri—originally announced at last year’s WWDC—still require refinement. “We’re continuing our work to deliver the features that make Siri even more personal,” he said, adding that the company needed more time to meet its quality standards. This cautious approach contrasts sharply with competitors like Google and Microsoft, which have aggressively integrated generative AI into their ecosystems.
The lack of substantial Siri updates highlights Apple’s struggle to keep pace in the AI race. While rivals roll out advanced capabilities—such as Google’s Gemini analyzing on-screen content or Microsoft’s AI-powered shortcuts in Windows 11—Apple’s assistant remains largely unchanged. Even its marketing campaigns from last year, which teased a smarter Siri, now seem premature as those features remain unreleased.
Apple did introduce smaller AI-driven improvements, including ChatGPT integration for creative tasks like transforming photos into artwork and on-device large language model access for developers. The company also emphasized visual intelligence tools, enabling users to search and act on content across apps. However, expectations for broader AI partnerships—such as Siri leveraging Google’s Gemini—went unfulfilled, despite hints from both Apple and Google about a potential collaboration.
Apple’s cautious rollout contrasts with the rapid innovation seen elsewhere in the industry. Earlier missteps, like flawed notification summaries, may have contributed to its measured approach. Yet as competitors push ahead with AI-powered assistants and real-time features, Apple risks falling further behind unless it accelerates Siri’s evolution. For now, users will have to wait longer for the personalized, intuitive assistant Apple promised over a year ago.
(Source: The Verge)
