Apple’s AI Siri overhaul faces setbacks, potential delay

CALIFORNIA: Apple Inc.’s highly anticipated revamp of its Siri digital assistant is encountering significant engineering problems and software bugs, which may lead to a delay or limited release of the updated feature, according to individuals familiar with the matter.

The company initially unveiled its plans for a new AI-infused Siri at its developers conference last June and has since advertised some of the features to customers. However, Apple is still struggling to complete the software, and some features that were originally scheduled for release in April may need to be postponed until May or later, according to these individuals, who wished to remain anonymous due to the private nature of the situation.

The Siri overhaul is a central component of Apple’s Intelligence platform, the company’s effort to catch up with its competitors in the field of artificial intelligence and stimulate iPhone upgrades. Even before the current Siri issues, the Apple Intelligence platform has had a rocky rollout, with the software being released in stages since its debut in October, and some features, such as news summaries, have been criticized for glitches.

Getting Siri right is particularly crucial for Apple, which first introduced the digital assistant in 2011 as a groundbreaking interface. After falling behind its competitors, the technology has come to represent the company’s shortcomings in artificial intelligence.

The latest Siri developments are separate from Apple’s efforts to add AI features to devices in China, where the company is collaborating with Alibaba Group Holding Limited and Baidu Inc to create a system that meets the requirements of Chinese regulators, as reported by Bloomberg.

Last June, Apple announced three major enhancements that would be coming to Siri: the ability to tap into customers’ data to better answer queries and take actions, a new system that would enable the assistant to more precisely control apps, and the capability to see what’s currently on a device’s screen and use that context to better serve users.

At the time, Apple hinted that these changes would not be released until 2025, but it was unclear how long they would take to arrive. Internally, the company has been planning to introduce the technology as part of iOS 18.4, the version of its mobile operating system scheduled for release in April.

The ultimate goal is to offer a more versatile Siri that can seamlessly tap into customers’ information and communication. For instance, users will be able to ask for a file or song that they discussed with a friend over text, and Siri will automatically retrieve that item. Apple has also demonstrated the ability for Siri to quickly locate someone’s driver’s license number by reviewing their photos.

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In one particularly compelling part of the demonstration, a presenter used Siri to quickly locate her mom’s flight and lunch reservation plans by searching across email and text message history. However, this feature is now at risk of being delayed, according to the individuals familiar with the matter.

Within Apple, many employees testing the new Siri have found that these features do not yet work consistently, and it’s nearing crunch time for the software to be ready. Although iOS 18.4 will not be released publicly until April, the beta version for developers is expected to debut as early as next week.

Another option being considered is including the features in the April release but having them turned off by default. In this scenario, Apple could then enable them automatically in the iOS 18.5 update.

Apple has discussed doing this with the personal data feature, as well as the tools for letting Siri more precisely control apps and device functions. However, this could ultimately affect other Apple products. The control enhancements, an upgraded version of something called App Intents, are central to the operation of the company’s upcoming smart home hub, an AI device for controlling smart home appliances and FaceTime, which is scheduled for release later this year.

Despite a marketing blitz for Apple Intelligence, the company is struggling internally with a difficult reality: its AI platform is behind rival systems like OpenAI’s ChatGPT, Alphabet Inc.’s Google Gemini, and Meta Platforms Inc.’s Llama. The company’s AI and machine-learning team has struggled to meet deadlines, and some engineers believe the system was rushed to market to appease an AI-obsessed Wall Street.

After Apple’s quarterly results last month, CEO Tim Cook touted the software and said the company would “keep investing in innovation.” Sales of the iPhone unexpectedly fell about 1 percent during the holiday quarter, suggesting that AI features did not do much to boost sales. However, Cook said that the new iPhone 16 performed better in countries where Apple Intelligence was available.

Behind the scenes, Apple is looking to make changes to its AI and machine-learning organization. The company recently tapped long-time software executive Kim Vorrath, who is known for whipping the original iPhone and Vision Pro software into shape. The AI effort is run by John Giannandrea, a former senior Google executive who joined Apple in 2018.

This year’s Siri changes are a prelude to a more ambitious effort to make the assistant more conversational and a closer match for ChatGPT. The upgrade has been planned for release as early as 2026.