Apple Inc.’s top executive overseeing its Siri virtual assistant told staff that delays to key features have been ugly and embarrassing, and a decision to publicly promote the technology before it was ready made matters worse.

Siri has undergone some improvements thanks to Apple Intelligence, such as a new visual cue for when the assistant is active on the iPhone. When talking to the assistant on an iPhone 15 Pro or later, you can correct yourself in mid-sentence without confusing Siri and you can ask follow-up questions.

Apple's failure to deliver the full Apple Intelligence Siri experience has us all reevaluating the company's vaunted status.

Apple is reportedly working on a major Siri overhaul by 2027, aiming to make the virtual assistant more conversational and AI-driven, much like OpenAI's ChatGPT and Google's Gemini. To achieve this, Apple plans to implement a complete infrastructure revamp and deeper AI integration.

Per the inside account of Apple’s issues, Robby Walker, a senior director in Apple’s Siri division, held an all-hands meeting for the team and acknowledged that things were…not great. He acknowledged that team members might feel angry,

A Bloomberg report indicates that Apple team leads are discussing the state of the Siri AI project internally and trying to reassure staff of its progress. The Latest Tech News, Delivered to Your Inbo

The company is aiming to get some of the AI-powered features announced last June into iOS 19 — but it’s not guaranteed.

The whole details of a Siri team meeting chaired by senior director Robby Walker, who is in charge of the division, made the harsh remarks and is available at Bloomberg. He referred to the delay as an “ugly” scenario and expressed empathy for staff members who could be feeling exhausted or irritated by Apple’s choices and Siri’s still-unimpressive reputation further stating that the team was going through a difficult time.

Macworld According to a report from Bloomberg, Senior Director of Siri and Information Intelligence Robby Walker held an all-hands meeting to discuss the recent delay of new Siri features. He called the delay of these key features “ugly and embarrassing,