# Apple’s Siri AI Improvements Encounter Setbacks: What Happened?
Apple’s bold intentions to transform Siri with cutting-edge AI features have encountered significant obstacles. Just a week after announcing that the redesigned Siri with screen awareness and contextual comprehension would be postponed until at least 2026, new information indicates that Apple’s leadership is feeling upset and embarrassed about the circumstances.
According to *Bloomberg*’s Mark Gurman, Robby Walker, the senior director of Siri’s division, conducted a company-wide meeting with his team, conceding that the postponement has been “ugly” and “embarrassing.” The fact that Apple presented only a video mock-up of these features during the WWDC 2024 keynote has further fueled the controversy.
## The Truth Behind the Setback
Apple had been hastily working to incorporate sophisticated AI into Siri, intending to unveil features such as:
– **Screen Awareness** – Siri would be capable of recognizing and engaging with the content shown on the iPhone display.
– **Contextual Awareness** – The AI would retain information from prior interactions to deliver more relevant answers.
– **Enhanced App Management** – Users would be able to govern apps more effectively using voice commands.
However, sources indicate that Apple’s internal prototype was hardly operational, making it unfeasible to adhere to the initial launch schedule. Walker allegedly admitted that employees might be feeling “angry, disappointed, burned out, and embarrassed” following the delay.
## Apple’s Public Relations Challenge
The situation deteriorated as Apple aggressively touted these AI functions in promotional materials, including an **iPhone 16 advertisement featuring Siri’s screen awareness**—which has now been taken down from YouTube. The company’s choice to market features that weren’t ready has sparked backlash from consumers and industry analysts alike.
In spite of the frustrations, Apple executives have accepted “intense personal responsibility” for the delay. Nevertheless, there are no immediate plans to dismiss top leaders—though this could change depending on the developments.
## How Well Does the New Siri Perform?
While the upcoming AI-driven Siri reportedly functions **two-thirds to 80% of the time**, Apple executives determined that this success rate was insufficient for a public launch. The company aims to ensure that Siri’s AI improvements are completely dependable before introducing them to users.
During the internal meeting, Walker showcased some of Siri’s functionalities, including:
– **Locating a driver’s license number**
– **Finding specific images of a child**
– **Performing exact app commands via voice control**
These capabilities underline Siri’s promise, but Apple is reluctant to release them until they fulfill the company’s stringent standards.
## What Lies Ahead for Apple Intelligence?
Apple’s AI-enhanced Siri update is now anticipated to debut sometime in 2025 or later. Although the delay is disappointing, it highlights Apple’s dedication to delivering a refined and trustworthy product.
For the time being, iPhone users will have to wait longer for the anticipated AI transformation. The lingering question remains: **Can Apple bounce back from this setback and provide a truly innovative Siri experience?**
Stay tuned for further updates as Apple continues to enhance its AI-powered assistant.
