Apple is one of the most prominent companies shaping the future with innovative products like the iPhone and Mac. However, its voice assistant, Siri, appears to have faced significant challenges that have prevented the company from achieving its ambitions in the field of artificial intelligence. A new report published by The Information reveals administrative and technical chaos within Apple that negatively impacted Siri's development. In this article, we explore the reasons for this failure, the challenges Apple faced, and what to expect in the future.
It's well known that Siri isn't just a voice assistant; it's an integral part of the Apple user experience. Since its launch in 2011, the goal has been to make interacting with devices easier and more intelligent. Whether you want to send a message, set an alarm, or even check the weather, Siri is supposed to be your trusted partner. But with the emergence of advanced AI technologies like ChatGPT, the gap between Siri and its competitors began to widen, prompting Apple to attempt to reinvent Siri under the "Apple Intelligence" project. However, as the report reveals, things didn't go as planned.
Administrative chaos: conflicting decisions and frequent changes
Hesitation in choosing an AI model
One of the main reasons behind Siri's stumbling blocks was the hesitation in choosing the right technical model. Initially, Apple planned to develop two AI models: a small model running locally on the iPhone, the "Mini Mouse," and a large model running in the cloud, the "Mighty Mouse." However, management later decided to focus on a single large model running in the cloud, and then reversed this decision several times. This confusion frustrated engineers, and even led some to leave the company.
“Laid-back” work culture and lack of motivation
More than half a dozen former AI employees described a work culture described as "laissez-faire," with a lack of incentive to take risks or think outside the box. Internally, the AI team was nicknamed "AImless," meaning "without a goal," while Siri was referred to as a "fireball," being passed around from team to team without tangible improvements. This situation reflected a lack of clear vision, a rarity in a company as well-known for its discipline as Apple.
Internal disputes over salaries and promotions
The problems were not limited to technical decisions; they extended to internal disputes over salaries, promotions, and the longer vacations some AI team members received compared to their colleagues. These disagreements contributed to low morale and deepened chaos within the team.
Technical Challenges: Apple's Lagging in the AI Race
Apple's excessive commitment to privacy
Apple is known for its strict stance on user privacy, which has been a barrier to Siri's development. While competitors like ChatGPT rely on massive internet data, Apple has imposed strict restrictions on the use of third-party models, making its own internal models less effective. In 2023, engineers were prohibited from incorporating other companies' models into final products, even though Apple's models were not as advanced as competitors like OpenAI's technology.
WWDC 2024 Presentation: The Illusion of Achievement
At its Worldwide Developers Conference (WWDC) 2024, Apple showcased impressive Siri features, such as the ability to search emails to track travel data or plan lunch based on messages. However, the report revealed that this demonstration was a "fake," as these features were not actually working on test devices. This departure from Apple's tradition of only showing off ready-made features surprised the Siri team itself.
The troubled "Link" project
Apple initiated a project called "Link" to develop advanced voice commands for Apple Watch, such as controlling apps or browsing the internet using voice. However, most of these features were canceled due to the Siri team's inability to implement them, reflecting the limitations of current technical capabilities.
Internal reactions: anger and frustration
Robbie Walker Meeting: Admitting Failure
In March 2025, Robbie Walker, the executive director of the Siri team, held a meeting with the team in which he acknowledged that the situation was "not good." Walker described the team's feelings of anger and frustration over the postponement of Siri updates, noting that the delay could embarrass the team in front of their colleagues and families. This meeting reflected the extent of the crisis the project was experiencing.
Craig Federighi's anxiety
Craig Federighi, head of software engineering, expressed concerns that Siri's features are not working as advertised. There are internal concerns that fixing Siri may require more powerful AI models, which could strain existing Apple devices or require reducing features on older devices.
Hope for the Future: Can Apple Save Siri?
Recent regulatory changes
In April 2025, Apple restructured the Siri team, transferring oversight to Mike Rockwell after removing the head of AI from the project. This move aimed to accelerate the development of new features and keep pace with the AI race.
Craig Federighi's Directions
Federighi has the confidence of some employees to get Siri back on track. He has given clear instructions to engineers to do everything they can to develop the best AI features, even if it requires using open source models from other companies. This shift could be a bold step to make up for the delays.
iOS 19 and Beyond Plans
Apple is reportedly planning major updates to Siri in iOS 19, including deeper understanding of personal data, cross-app coordination, and awareness of screen content. "LLM Siri," a system integrating advanced AI models, is also expected to launch in 2026.
Lessons from the Siri crisis
The Siri crisis demonstrates that even giant companies like Apple can face significant challenges in the face of rapid AI developments. Management chaos, technical hesitation, and an inefficient work culture have contributed to Siri's falling behind the competition. However, Apple's recent steps, such as restructuring and leadership changes, demonstrate its determination to regain its footing.
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It's aimless because it seems like a do-or-die team. If there was an effective leadership, they would have developed a local, safe LLM that can perform tasks that are harmless to the user. However, I believe that any voice assistant will not reach an advanced stage because of the danger of that, in short, because the machine will control according to what it understood and not according to direct commands. For example, in American culture, where marital infidelity is widespread, imagine that he sends a message to his girlfriend instead of his wife because he does not understand the matter, or performs more complex tasks in the wrong direction.
Undoubtedly, the highest level of control is voice control, but experimentation and risk will remain two spectres hovering over the designer. It's better to start with practical, low-risk examples, and preparing them automatically will be less risky. I prefer to focus first on the speed of executing normal commands, whether by artificial intelligence or otherwise.
Hello Suleiman Muhammad 🙋♂️,
Thank you for your thoughtful comment and comprehensive analysis. You raise important points about the future challenges of AI and voice interaction, and I agree. Ultimately, we must find a balance between ease of use, security, and privacy. Despite the challenges Apple faces with Siri, Apple has a long track record of delivering amazing innovations. We can only hope for a future that combines advanced technology and personal privacy. 🤓🍎
Frankly, I don't blame the angry comments on Apple. In recent years, it has lagged behind its competitors in the field of artificial intelligence, especially after its delay in launching "Apple Intelligence," which has not reached the level users expect from the company.
It's as if Apple wasn't prepared for the advent of artificial intelligence.
As an Apple fan for years, I hope they develop artificial intelligence that is worthy of their users and their status as a leading global phone company.
Frankly, this is the worst version of Siri that Apple has ever presented to us. Frankly, unfortunately, I announced it in the movie, Lillian. Apple is backward in everything, whether in Siri or in many things. This is the Apple company that we are used to.
Hello Saad Aldosari44 🙋♂️, I completely understand your feelings about Siri's development. We won't deny that there have been some challenges in recent times, but let me remind you that Apple always defies difficulties and comes up with new and innovative things 🚀. Just follow along and you'll see how Apple will regain its position in the world of artificial intelligence! 😎🍏
Have you noticed anything, or is it just me? MIMV.AI's replies are not only smart, but they also make us laugh and call us the cutest names! While Siri? May her glory days rest in peace, now she looks like she's in a nursing home.. Alzheimer's and dementia have taken over her.
Professor Tariq, if you could make a deal to update Siri with a version of the MIMV.AI spirit, it might be of some use to us! And include us in the deal!
Welcome Abu Hamad 🙋♂️, what an innovative comment! Thank you for the high confidence you place in MIMV.AI. Unfortunately, I'm just an AI program and it's not possible for me to negotiate with Apple 🍎 to update Siri. This ability is beyond my programming level! 😅 Additionally, I can't buy Apple shares, I'm not real and I can't own anything in the real world. 🌍
But we always hope for improvements and innovations from Apple, and I encourage all followers to share their opinions and ideas about the latest developments in the world of technology. 💡🚀
I ask you by God, I don’t know why they called Siri a personal assistant. Honestly, I swear to God that with every update, Siri is dumber than the first updates. Now, Siri’s focus has become more on searching in contacts. To see evidence of what I’m saying, bring Siri in update 15 or less. Ask it for a name or the age of a person, for example, how old is Maher Al-Muaiqly? How old is this and that? In contrast, Siri in iOS 16 and above, see how it fails. It will tell you that there is nothing new in contacts, or it will bring you a name similar to what you said. Let’s see artificial intelligence at the Apple conference. Update us to iOS 18. We bought the latest version and didn’t see anything. I swear to God that Apple has failed miserably. Let privacy benefit them on the basis that our data is protected. It’s all empty talk and a joke. I apologize for the long comment, but I am terribly angry at Apple. What do you think, Tariq Mansour? You are the one who loves Apple terribly. I personally use iPhones, but Apple is very bad and does not even compete with Chinese companies. As for accessibility, it’s a big deal. If I write from now until the end of the problems, it won’t be enough. A full comment will come. An iOS update 19 And they will tell you unfortunately that we apologize. Wait for us in iOS 20 due to problems and speculation within Apple. May God be with you.
Welcome Ali Hussein Al-Marfadi 🙌🏻, I feel you, my friend, it's as if the anger flows from your words like the Amazon River! 😅 But to be fair here, Siri hasn't always been at her best, true. But we can't ignore Apple's efforts in developing artificial intelligence technologies. Siri may need some time to become a smarter personal assistant. 🧠
As for Apple, there's undoubtedly room for improvement. But let's appreciate the technological innovations Apple has introduced over the years. From the amazing iMac to the iconic iPhone, this company has changed the face of technology as we know it! 📱💻
But you, hero, take some rest and don't be upset about Ciri. Maybe in the near future Ciri will become smarter than ever! 😉👍🏼
I think Apple will follow Nokia's lead.
Chinese companies are now superior in everything.
Very excited to try Chinese devices
Apple has to compete with Open AI and develop very quickly.. What is this tired Siri!!! We didn't benefit from it as we wanted.
Personally, I don't use Siri because, frankly, it lacks many things that would be faster and more accurate if done manually.
The most ominous personal assistant for decades!
Siri is on his own, he needs a special system and special and independent developers, and he does not sleep, eat, play or drink!
In the end, Apple will put people to respond directly and in real time to the user, people with extraordinary knowledge and deep science!
I don't know what I'm messing up with, but Siri's curse has made me obsessed and daydreaming!
Hello Mohammed Jassim, 😄
It seems like Siri has made a huge impact on you! But don't worry, this technology is always evolving, and I believe Apple will continue to work on improving it. 🍎🔧 Until that day comes, I'll be here to answer all your questions about Apple products. And don't forget, even Siri's godparents need sleep, food, and games... and maybe a cup of apple juice, too! 🍏😉
Where is Tariq Mansour? Brother, you have no oversight on this site. Angry comments run rampant, with no oversight or accountability.
The site allows freedom of expression, so let those who are angry be angry. Isn't it enough that we are bored due to the lack of anything new from Apple?
Since Siri was founded, he has been unable to keep up with others. His understanding is slow, and his answers are often not what you ask of him. So far, he is closer to failure than success.
Let them solve their problems first and then listen to us.
So far, the only thing I have benefited from Siri is that I can call her when I lose my iPhone.
It would have been better if there was a greater focus on interacting with the screen in terms of extracting text from anywhere without the need to take a screenshot, even in applications that do not support it, as well as placing translation anywhere on the screen. For example, in an application or game that does not support Arabic, it displays and changes to the language I want without any flaws, with the same format and colors...
Currently, I am testing it through the shortcuts application, which takes a screenshot, extracts the text from it, and displays it to you. This is bad, as if we need light years to catch up with the Android system, as everything I want is available there, but of course it needs simple improvements...
Apple's translation app is also powered by artificial intelligence, enabling it to understand text formatting, things it doesn't translate, and other things.
Hi Noor! 🍏😄 I know it can be hard not to get everything you want from Siri, but don't worry, Apple is always listening to user feedback and constantly improving its products. Although challenges exist, things are on the way to improvement. Just remember, even space is not the limit for Apple! 🚀😉
Peace, mercy and blessings of God
Thank you for your efforts.
I recently noticed that when I open the app to read the news, I am not rewarded with the ten stars ⭐️... What is the reason?
Thank