Apple struggles to update Siri lead to the investor’s concerns about the strategy of artificial intelligence

Former executive officials said the process of integrating technologies led to errors, a problem that competitors such as Openai who built vocal aide based on artificial intelligence from scratch.

“It was clear that you will not renew Siri by doing what the executive managers called” the hill climbing “, and this means developing the product gradually instead of rebuilding it from A to Z.

“It is clear that they were stumbling,” the person added.

Siri updates are a major part of “Apple Intelligence”, a group of artificial intelligence features announced at the company’s global developer conference last year and aims to increase device sales.

foot I mentioned this week Apple’s attempt to launch artificial intelligence features in China, supported by the models made by Alibaba, is held by the Beijing organizer. The sensitive deals in the country that included American technology companies have been closely audited in response to the trade war of US President Donald Trump.

Repeated failures in launching Apple Intelligence features already announced means that expectations are low for this year, which begins next week.

“We are at the point where investors already know what good news is likely to be, and it revolves around: Let’s first, will you provide what you promised last year,” says Samik Chatterje at Jpmorgan.

Artificial intelligence conflicts weighing the shares of the technology giant. The worst called the so -called wonderful technology arrows 7 in 2025, a decrease of about 18 percent since the beginning of the year and under the heavy technical Nasdak that is largely flat.

Trump’s tariff, competitive threats in China, and legal pressure on high marginal services in Apple also led to the investor concerns about its long -term growth.

At the heart of AII AII’s AII problems is Siri, its old audio assistant is seen as important to cancel the real “Agentic” locks on iPhone and other Apple devices.

When Chatgpt was launched in late 2022, “The way the conversation interaction was changing quickly, and it was clear that Siri was short,” said another Apple employee who worked in technology before launch.

The person added that they were “surprised” to see the features announced last year, which were eventually “not reaching that” at the appropriate time to release the first Apple Intelligence.

In addition to running larger and more powerful models, they launched the likes of Openai, Google and Perplexity, vocal assistants who are widely seen as more intelligent than Apple.

The IPHONE-Maker’s answer was to focus on the annual developer conference for the last year on its Amnesty International’s batch, as it disturbed an auxiliary assistant from AI capable of reading the user screen, drawing on their contextual information and taking measures within its applications.

It has achieved a set of artificial intelligence features such as auxiliary tools for writing, photos, obstetrics, emojis and market -based market search.

However, obscene changes have not yet been launched on Siri. CEO Tim Cook recently admitted that technology did not meet the company’s “high quality tape” and was “a little longer than we thought.”

The delays led to the Apple Apple Apple ads display Another of us Bella Ramsey star, which strengthened the new Siri update. The company has drawn a number of wrong advertising claims of consumers.

Bank of America analysts wrote on Monday that the current delays of Siri means that Apple is basically three years or more than “AI’s Really Hadith Assistant, a long time after the merging of this technology.”

The failures led to changes in Apple. John Jianndria, a teacher of Google’s boiled artificial intelligence in 2018, witnessed that the Siri Products Department was removed from his jurisdiction earlier this year and transferred to Mike Rocley, CEO behind the professional headphone.

A former Apple executive official said that the segmented driving teams led to the lack of a unified strategy on artificial intelligence, which worsened due to the initial lack of appetite by senior executives to allocate a large budget enough to build technology.

Another challenge is the Apple focus on the user and safety privacy. It has given priority to running the features of artificial intelligence through the smaller models and user data that remain on the device, which former employees said adding another layer of complexity to the challenge.

This is unlike the larger LLMS like those that revolve around ChatGPT from Openai, which passes through the cloud on strong servers. Apple bent over Openai by launching a ChatGPT integration with Siri.

Since then, Openai She indicated her own ambitions In the area of ​​devices, with CEO Sam German announce a deal worth $ 6.5 billion to get IO, the company founded by former Apple designer Jony Ivee, who will now create products for possible competition. Apple shares fell about 2 percent on the news.