Apple Delays Siri Upgrades Amidst AI Competition

Apple’s WWDC 2025 was filled with exciting announcements, from new software features to live translation capabilities. Yet, one glaring omission was the lack of significant updates to Siri, Apple’s AI assistant. Despite previous promises, key personalization features remain delayed, signaling Apple’s struggle to keep pace in the rapidly evolving AI assistant market.

Craig Federighi, Apple’s SVP of software engineering, acknowledged during the keynote that while Siri has been improved to be “more natural and more helpful,” the more advanced personalization features are still in development and require more time to meet Apple’s quality standards.

This delay stands out especially when compared to competitors like Google and Microsoft, who are aggressively integrating AI into their platforms. Google’s Gemini AI now offers Android users live image recognition and interaction, while Microsoft’s Windows 11 includes AI shortcuts for file management and content summarization.

Apple’s AI features have faced criticism since their rollout, with issues like inaccurate notification summaries leading to feature rollbacks. In response, Apple is focusing on smaller, functional updates powered by Apple Intelligence and integrations with OpenAI’s ChatGPT, such as the new Image Playground that transforms photos into artistic styles.

At WWDC, Apple also introduced live translation features for Messages, FaceTime, and phone calls, enhancing cross-language communication. Additionally, new visual intelligence tools allow users to interact with on-screen content by asking ChatGPT questions or searching supported apps for similar images and products.

Despite speculation, Apple did not announce plans to expand Siri’s AI capabilities beyond ChatGPT integration, such as incorporating Google’s Gemini AI. However, Apple’s leadership has expressed interest in allowing users to choose AI models in the future, hinting at potential collaborations that could arrive later this year.

Apple’s cautious approach to AI assistant development underscores the challenges of delivering high-quality, personalized AI experiences that meet user expectations. As competitors push forward with bold integrations and new capabilities, Apple’s strategy emphasizes reliability and incremental progress, leaving many to wonder when Siri will truly catch up.