Apple (NASDAQ:AAPL)’s Siri, once seen as a leader in voice assistants, now lags behind competitors such as Amazon Alexa, Google (NASDAQ:GOOGL) Gemini, and Samsung Galaxy AI. While these rivals integrate advanced generative AI, Apple’s virtual assistant has struggled to keep up. Apple had previously announced AI enhancements for Siri, but recent reports indicate that these improvements will be postponed until 2026. This delay has led to internal leadership changes, with Vision Pro creator Mike Rockwell now overseeing Siri’s development. These decisions come at a time when AI is becoming a critical area of competition among tech giants.
Siri was initially developed by SRI International before Apple acquired it in 2010 and introduced it with the iPhone 4S in 2011. At that time, it was one of the most innovative AI-powered voice assistants. However, since then, Apple has been criticized for slow AI advancements, while competitors have made significant progress. Amazon recently introduced Alexa+ with generative AI, and Google and Samsung have enhanced their AI-powered products. Apple’s restructuring of its AI leadership suggests an effort to accelerate Siri’s development, but it remains to be seen whether these efforts will be enough to close the gap.
Why Did Apple Delay Siri’s AI Improvements?
Apple has not publicly disclosed the specific reasons for Siri’s delayed AI enhancements. However, reports suggest internal challenges and a cautious approach to AI development may be contributing factors. Robby Walker, who leads Siri at Apple, reportedly acknowledged that these setbacks were “ugly” given the company’s earlier promises. Additionally, former Siri co-designer Luc Julia mentioned that Apple’s focus on perfection might be slowing progress, stating that the company is hesitant to roll out new technology unless it meets high internal standards.
What Leadership Changes Did Apple Make?
Apple CEO Tim Cook has reassigned leadership responsibilities for Siri’s development. John Giannandrea, Apple’s AI chief and former Google executive, will no longer oversee Siri. Instead, Mike Rockwell, known for his role in developing the Vision Pro, will now take charge of Siri’s advancements. Rockwell will report to Apple’s software chief Craig Federighi, while Giannandrea will continue to lead Apple’s broader AI initiatives. This restructuring signals Apple’s intention to speed up Siri’s evolution under new management.
Apple’s AI strategy has been a topic of internal discussions, particularly during its Top 100 meeting, a gathering of key executives to determine the company’s future direction. At this meeting, AI advancements were reportedly a major focus, highlighting Apple’s recognition of the competitive AI landscape. The company’s approach contrasts with Amazon and Google, which have aggressively pushed forward with AI-powered voice assistants and smart home integrations.
Apple’s delay in AI development highlights broader concerns about its innovation pace post-Steve Jobs. Some industry experts suggest that Apple’s cautious approach may limit its ability to stay ahead in AI-driven technology. While Vision Pro represents a notable innovation, critics argue that other areas of Apple’s product lineup rely on incremental updates rather than groundbreaking advancements. The upcoming years will determine whether Apple’s new strategy for Siri can help regain its competitive edge.
A delayed AI rollout could impact Apple’s ability to compete effectively in the voice assistant space. With Amazon and Google continuously improving their AI capabilities, consumers may increasingly turn to alternative options. If Apple can successfully integrate new AI features by 2026, it may regain some lost ground. However, the transition to new leadership and its execution will be key factors in determining whether Siri can match its competitors in the evolving AI market.
