We already knew that Apple was late to the AI game, but the delays seem even worse than expected. It’s not just the core AI engine, the big leap forward that could reignite iPhone innovation, but also the smaller, incremental improvements that are falling behind.
Apple was once a leader in AI with Siri, but it is now battling to keep up. While Amazon and Google are making significant advances in AI, Apple is stuck. Some analysts even label this an AI catastrophe.
Why Siri’s Upgrade Is Taking So Long
Apple promised big improvements for Siri at WWDC 2024. The goal was to make Siri smarter by letting it understand what’s on the screen. This was supposed to arrive with iOS 18.4, but it never showed up. Now, it’s expected in iOS 18.5, but Apple’s engineers are struggling to make it work.
This new feature, called “on-screen awareness,” would help Siri analyze what’s on your screen and give useful suggestions. For example, it could read emails or highlight calendar events. However, insiders say Apple’s AI team is having a hard time making it function properly.
The bigger issue? Siri itself still isn’t fully modernized. Apple’s AI division now believes that a truly smart and conversational version of Siri may not arrive until iOS 20 in 2027. That’s a five-year delay from when AI assistants like ChatGPT first started shaking up the industry.
Apple Intelligence: A Disappointment?
Apple’s AI project, called “Apple Intelligence,” has been rolling out since late 2023. But so far, the features have been unimpressive. Tools like Genmoji and Image Playground feel more like fun extras than useful AI improvements. Even Apple’s attempt to integrate ChatGPT feels rushed and unhelpful.
In fact, Apple originally introduced an AI-powered Siri last June with flashy demos. It was supposed to analyze personal data, understand screen content, and control apps better. But behind the scenes, the company barely had a working version. Engineers are still scrambling to get it ready.
Meanwhile, Amazon has rolled out Alexa+, a much more advanced and capable AI assistant. On the other hand, Apple has struggled even with simple AI functions—its notification summaries, for example, had to be disabled for some apps because they kept generating false alerts.
Apple AI Roadmap: What’s Next for Siri?
Apple plans to release a major AI update, iOS 19, in 2025. The idea is to combine Siri’s two separate processing systems, one for easy operations and another for sophisticated requests, into a single better system. However, if no innovations occur, the upgrade may continue to feel out of date in comparison to its competition.
A truly intelligent Siri, capable of natural conversations like ChatGPT, is unlikely before iOS 20 in 2027. AI might be significantly more powerful than it is now, leaving Apple to play catch-up for years.
Apple’s AI Struggles: Internal Problems at Apple
Apple’s AI setbacks are a result of both leadership and technology. Some rumors indicate that Apple’s AI leader, John Giannandrea, is under pressure. There are even suggestions within the firm that Apple may need to restructure its AI division to move faster.
The corporation has always relied on its ability to integrate hardware and software flawlessly. But in the AI competition, that isn’t enough. AI is changing the way we use technology, and Apple is striving to keep up.
Can Apple Recover?
Apple is used to taking its time before delivering polished products. But AI is advancing at breakneck speed, and five years is an eternity in technology. If Apple fails to find a way to move faster, it risks falling further behind.
By 2027, Siri may have evolved into a full AI helper. However, by then, companies such as Amazon and Google will have had years to improve their own AI algorithms. Apple may finally catch up, just as the industry shifts to the next big thing.
The next several years will be key. If Apple wants to remain relevant in AI, it must act immediately. Otherwise, Siri risks becoming an afterthought, rather than a pioneer.
