With the iPhone 16 launching in September 2024, everyone was eager to experience the company's promised "Apple Intelligence" features, especially the revolutionary improvements to its virtual assistant, Siri. However, after a massive advertising campaign, Apple surprised everyone by withdrawing one of the ads and delaying the launch of these features until 2026. What's the story behind this decision? And why does Apple repeatedly delay its major features? In this article, we take you on a comprehensive tour to understand what happened, providing precise details and clear analysis.
iPhone 16 and the dream of artificial intelligence
When Apple announced the iPhone 16, it focused heavily on the concept of "Apple Intelligence," a combination of advanced artificial intelligence built into its devices. This generation of phones was supposed to make them smarter and more interactive with users, especially through amazing improvements to Siri. Imagine a virtual assistant that remembers details of your daily life, such as the name of a person you met at a restaurant months ago, or helps you write an email with just a tap! That's what Apple promised in its advertising campaign, launched in collaboration with TBWA\Media Arts Lab. However, reality looked different when Apple decided to pull one of its main ads and postpone the promised features. So what exactly happened? Let's take a step-by-step look at the story.
Removed advertisement:
“Hello Apple Intelligence” Campaign
In September 2024, Apple launched an ad campaign titled “Hello Apple Intelligence” to promote the iPhone 16 Pro. It featured actress Bella Ramsey, known for her roles in “Game of Thrones” and “The Last of Us.” Bella appeared in three promotional ads, each focusing on a new AI feature in the iPhone 16. One of these ads, which is now unavailable on YouTube, featured a more “personal” Siri. In the scene, Bella asked Siri to remember the name of a person she had previously met at a restaurant, and Siri immediately responded with the correct name, based on data from the calendar, messages, and emails stored on the device.
Why did Apple pull the ad?
Days after the ad was released, viewers noticed that the video had been "private" on YouTube, meaning it was no longer available to the public. Apple has not officially commented on the reason for the removal, but speculation suggests that the company may have felt the ad exaggerated Siri's current capabilities, especially since the features showcased were not yet ready for public release. This decision sparked widespread debate among Apple fans, with many wondering: Was this a hasty promotional move? Or was there a bigger technical issue behind the scenes?
Delaying Siri's smart features:
Official announcement of the delay
On March 7, 2025, Apple issued an official statement confirming that major Siri improvements would be postponed until 2026. The statement read:
We've been working to make Siri more personal, with a deeper understanding of your personal context, and the ability to take actions on your behalf both inside and outside of apps. But it will take longer than we expected to deliver these features, and we expect to roll them out next year.
Apple hasn't revealed the specific reasons for the delay, but it has indicated that it's working on other improvements to Siri, such as improving dialogue, adding the option to type to interact with it, increasing its product knowledge, and integrating it with ChatGPT.
Reactions to the delay
This announcement sparked a wave of frustration among users who were anticipating the launch of the new AI. At the same time, some praised Apple's decision, as it reflects its commitment to delivering complete products rather than launching immature features. The question remains: Will this delay affect the iPhone 16's position in the market, especially with competition from companies like Samsung and Google advancing in the field of AI?
Apple's history of delays: Is this a recurring pattern?
Examples from the past
Delaying Siri features isn't the first time Apple has had a delay. The company is known for prioritizing quality over speed, even if it means delaying major releases. Here are some examples:
App Tracking Transparency feature in iOS 14:
It was announced in 2020 but delayed to give developers time to adapt.
-AirPods Max headphones:
It was hinted at in 2018 but didn't launch until 2020 due to design challenges.
AirPower Charging Mat:
Announced in 2017 but cancelled in 2019 due to technical difficulties.
Apple's philosophy behind the delay
These examples demonstrate that Apple prefers to backtrack on its release dates if it feels a product hasn't met its expectations. While this approach may cause temporary frustration for users, it often results in more stable and reliable products upon release.
Ultimately, Apple's decision to pull the iPhone 16 ad and delay Siri's intelligent features appears to be part of its long-term strategy to deliver a superior experience. While Bella Ramsey's campaign was a successful promotional move in terms of traction, the delay reflects the company's commitment to quality. For users, waiting until 2026 may be frustrating, but it could also mean a Siri that's smarter and more interactive than we ever imagined.
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