Apple’s Siri Crisis: Rushed AI, Broken Promises, and Internal Chaos
A Scramble to Catch Up
After the launch of ChatGPT in 2022, Apple was caught off guard. Software head Craig Federighi realized its potential after using it to write code, sparking a hurried pivot toward building “Apple Intelligence.” Apple’s AI journey began in haste, and it shows.
Broken Code and Failed Integration
Attempts to merge Siri’s old architecture with new AI capabilities led to internal breakdowns. Apple split Siri’s infrastructure, but combining legacy functions (like setting alarms) with AI-powered features backfired. Internal tests showed Apple’s chatbot was 25% less accurate than ChatGPT.
Desperate Partnerships, Delayed Features
In search of help, Apple approached OpenAI and other AI firms. Despite privacy concerns, Apple chose OpenAI as its first partner. While flashy AI features were announced at WWDC 24, many were delayed or never released, leading to lawsuits and user backlash.
Leadership Failures and Internal Tensions
Former AI chief John Giannandrea is under fire for slow action, limited ambition, and poor team morale. Marketing overpromised what tech couldn’t deliver, and leadership was reportedly chaotic. Tim Cook replaced Giannandrea with Vision Pro’s Mike Rockwell in March.
A Fresh Start with “LLM Siri”
Now, Apple is rebooting. A Zurich-based team is building a new AI-first assistant called “LLM Siri,” aiming for a smarter, more conversational experience. With a major iOS overhaul coming at WWDC 25, Siri’s redemption may finally be on the horizon.