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Apple is under fire for delaying new Siri AI features. The contradictory communication is causing particular discontent. Apple originally wanted to equip Siri with more contextual knowledge, direct app control, and better screen interaction. But now the promised features have been postponed until next year. Critics accuse the company of a lack of transparency.
Over the years, Apple has built a reputation for well-thought-out and well-developed products. Unlike other tech companies, Apple traditionally announced new features only when they were almost ready for market. This helped avoid disappointment. But with the unveiling of Apple Intelligence features in summer 2024, that changed. The company presented a promising vision of Siri that has now turned out to be unfeasible—at least not in the short term. This has sparked debate about Apple's credibility.
The criticism of Apple
Delay without clear explanation
In June 2024, Apple unveiled its AI-powered Siri features. The presentation suggested the features would be available soon. But now it's clear that Apple couldn't complete these features in time. A corresponding TV ad has since been removed from YouTube. The delay was recently confirmed when Apple contacted well-known blogger John Gruber in a statement (via DaringFireball).
John Gruber on Apple's communication problem
John Gruber, one of the most well-known Apple bloggers, has sharply criticized Apple's handling of the delay. He speaks of a problem that goes beyond technical difficulties. In his opinion, Apple not only had to admit to a delay, but also told a misleading story from the very beginning. He describes Apple as a company that has built a reputation for reliability over the years. In the past, Apple only made announcements when a product or feature was actually ready for use. With Siri AI, things have been different. Apple showed a demonstration that didn't reflect reality.
Loss of credibility for Apple
Gruber emphasizes that the real problem isn't the delay itself. Software development is complex, and delays happen. Much more serious, he argues, is that Apple sold a development as almost complete when, in reality, it was nowhere near that stage. He even goes so far as to say that Apple must have already known internally that Siri wasn't feasible in this form. Nevertheless, the presentation was delivered with complete conviction. This damaged Apple's credibility.
A concept video instead of a real demo
Gruber is particularly critical of the presentation style. He believes that the features shown weren't even a real demonstration, but rather a concept video. Such videos are common in the industry to present a vision, but they suggest something that is often not yet technically feasible. Gruber sees this as a sign of internal problems at Apple. He calls on Apple CEO Tim Cook to actively address the issue. He warns that a lack of transparency and justifications could weaken the company culture in the long term. In his opinion, Apple needs to return to its core values and communicate more honestly.
Apple has a duty to deliver: Now the company has to deliver
Apple faces a challenge. On the one hand, the company must deliver and actually implement the promised Siri features. On the other, it must repair its tarnished image. Users and experts expect more transparency and reliability. The coming months will show whether Apple learns from this mistake. If the company successfully implements its AI plans and communicates more realistically in the future, it can limit the damage. If not, criticism could continue to intensify. (Image: Apple)
