Apple Intelligence Faces Setbacks as Siri Struggles to Evolve

Last month, Apple removed the “Available Now” label from the Apple Intelligence page on its official site. This move comes on the heels of a ruling by the National Advertising Division (NAD) that found Apple’s ads related to AI potentially misleading. The NAD said Apple didn’t clearly limit its promotional information and consumers were likely to presume every AI function would be available on the incoming iPhone 16 series. Apple then updated its website to remove the wording.

And Apple revealed that its next-gen AI-powered Siri voice assistant would be delayed until 2025. The new Siri will adapt to personal data like emails, messages, and photos to make it better at handling tasks and responding. But technical difficulties have stretched out its development timeline.

Apple is making headlines as insiders describe frustration over perceived hurdles in AI innovation. After serving as the team behind Siri’s morning bit was found to lag far behind — both in usability apps and in questions about hands-free interaction — Mike Rockwell, designer of Vision Pro, has been reassigned to lead Siri’s development and crank out improvements more quickly. Such adjustments highlighted Apple’s attempts to fine-tune its Apple Intelligence approach at a time of rising competition and consumer demands.

Read Also: Apple Vision Pro 2 components are now being mass-produced in China