Apple’s long-standing reputation for impeccable execution is under serious scrutiny as delays and setbacks continue to plague its flagship virtual assistant, Siri. Robby Walker, Apple’s senior director overseeing Siri, recently delivered a sobering message to his team, candidly describing these delays as both “ugly” and “embarrassing.” Such frank acknowledgment underscores the severity of the situation, revealing significant internal struggles within Apple’s broader AI ambitions.
At a confidential all-hands meeting, Walker expressed frustration over Apple’s premature promotion of Siri’s advanced capabilities, highlighting that these advertised features were still far from ready. What was intended as a strategic marketing showcase last June at the Worldwide Developers Conference (WWDC) quickly unraveled into a public embarrassment. Walker noted that the company demonstrated a barely functional prototype and subsequently amplified expectations through aggressive marketing campaigns—despite underlying engineering hurdles and reliability issues.
This strategic misstep has magnified Apple’s ongoing AI woes, starkly contrasted against competitors whose virtual assistants routinely outpace Siri in capability and reliability. Compounding this embarrassment, Walker acknowledged that the promoted enhancements currently perform effectively only around 66% to 80% of the time—far below Apple’s rigorous quality standards. While other companies might rush such incomplete features to market, Apple insists on maintaining a higher bar, aiming to deliver flawless user experiences.
The delays have now stretched timelines indefinitely, with previously announced updates pushed back at least until the iOS 19 software cycle next year—and even that timeline remains uncertain. Walker emphasized that competing priorities within Apple could further complicate delivery dates, as executives grapple with tough decisions regarding resource allocation.
Apple’s stock price reflects investor unease over these setbacks, having declined roughly 16% this year amidst broader tech volatility. While Apple shares showed some recovery recently, lingering doubts remain as to whether the company can swiftly resolve its internal AI turmoil.
Despite this turmoil, Walker passionately defended his team’s dedication, praising their commitment and significant progress, even under intense pressure and scrutiny. He reassured staff that the company is determined to provide customers with genuinely innovative and reliable AI solutions, highlighting Apple’s unwillingness to compromise quality standards simply to compete on timelines.
Nonetheless, management adjustments loom large as Apple attempts to regain its footing. The appointment of veteran executive Kim Vorrath, known internally as a project “fixer,” signals the company’s urgent intent to resolve its AI challenges.
Ultimately, Apple’s recent setbacks with Siri are more than just a technical misstep—they reflect deeper strategic miscalculations. Whether the company can pivot effectively will determine not only Siri’s fate but also Apple’s broader credibility in the rapidly evolving AI landscape.
