Apple’s New Siri Faces Troubling Delays and Doubts About Its Future

When Apple unveiled its ambitious “Apple Intelligence” initiative at WWDC 2024, many believed this marked a new era for Siri – one where Apple’s assistant would finally compete with Google’s Gemini and Samsung’s Galaxy AI. But as months passed and enthusiasm turned into impatience, a darker picture has started to emerge. According to insider reports, the new Siri, expected early next year, might not deliver the breakthrough users were promised.

Mounting Internal Concerns

In his Power On newsletter, veteran Apple insider Mark Gurman revealed that engineers inside Apple are expressing concerns about the new Siri’s performance and reliability. While Apple aims to make Siri more conversational and context-aware, early internal testing allegedly shows inconsistent results. This is deeply worrying, especially at a time when the competition is accelerating. Samsung’s Galaxy S25 series already boasts powerful AI features powered by Gemini, while Google’s Pixel 10 has integrated real-time generative tools that leave Siri looking outdated. Even Xiaomi’s latest devices, powered by customized AI models, outperform Apple’s assistant by a wide margin.

A Costly Delay in the AI Race

Apple’s hesitation to fully embrace AI in earlier years is now catching up to it. The company has delayed the new Siri multiple times, hoping for a more polished result. But with the iPhone 17 on the horizon, analysts warn that another postponement could hurt sales. Apple’s competitors aren’t waiting – they’re integrating generative AI across their ecosystems, from messaging and photos to productivity tools. If Apple continues to trail behind, its ‘Think Different’ identity could start to feel like a nostalgic slogan from the past.

Searching for Solutions

To make matters more complicated, Apple’s internal AI development has reportedly hit several roadblocks. The company’s Apple Intelligence system still relies heavily on OpenAI’s ChatGPT for advanced reasoning and summarization tasks. Sources suggest Apple has even considered partnerships or acquisitions, including discussions with Perplexity AI and exploratory talks with Google, to close the gap. Such moves highlight Apple’s urgency – and its uncharacteristic willingness to rely on external technologies to stay relevant.

A Critical Year Ahead

Apple now faces a difficult choice: release the new Siri next year as planned – even if imperfect – or risk fading further in the rapidly evolving AI landscape. Waiting for perfection could be fatal. Consumers and investors alike expect visible progress, not promises. After years of criticism about Siri’s limitations, Apple must show tangible improvement, even if it means shipping a version that evolves over time through regular updates.

In short, 2025 will be a defining year for Siri and Apple’s AI ambitions. If the company fails to deliver a truly smarter assistant, it risks becoming the only major tech brand whose AI feels stuck in the past. Apple may still have the brand loyalty, but in the age of intelligent devices, innovation – not nostalgia – decides who stays on top.