Introduction
Apple, one of the most successful technology companies, is facing public criticism for its disorderly approach to artificial intelligence, or AI. In the summer of 2024, Apple revealed its plan for incorporating AI into its products, Apple Intelligence. One of the most anticipated features announced was an enhancement to Siri, Apple’s AI voice assistant. One example of this improvement to Siri included the ability to understand personal relationships and context to retrieve personal information. This is demonstrated when Apple showed Siri answering “When does my mom’s plane land?”, a request that would not usually be possible without some way to use different pieces of knowledge found in various applications. But on March 7th, 2025, Apple announced that the practical advancements for Siri would be delayed and arrive “in the coming year”.
What Does This Mean for Apple?
According to Axios, “the industry is barreling forward with unprecedented speed”. This shows how the tech industry will not just wait for Apple to regroup and successfully integrate more AI features into its technology. Because other companies, like Amazon, Google, and Microsoft, continue to improve their AI, Apple is likely feeling pressured to join this trend as well. But to do so successfully, Apple must get past its mistakes and struggles. Failing could mean drastically falling behind in the tech industry, a devastating outcome even for the immensely successful Apple.
Criticism and Backlash
Another issue for Apple resides in its customers and consumers. By delaying one of its most exciting features, Apple opened the doors for large amounts of backlash. One of Apple’s earliest ads showcasing Siri’s new enhanced abilities had to be removed due to the extremely hostile retaliation. Additionally, the delay also gives the public the impression that Apple is making very slow progress and is falling behind other companies in one of the most important tech advancements of the decade, improving AI.
Conclusion
According to CNN, AI cannot fail, but can only be failed, showing Apple’s situation well. New York Times’ Kevin Roose suggested that instead of AI failing Apple, Apple failed AI. As other tech companies and the tech industry as a whole continue to develop and improve AI, Apple will have to step up its game if they wish to have a chance in competition. In doing so, Apple will likely be able to successfully develop new AI features and prevent hostile criticism and backlash in the future. If Apple isn’t able to accomplish this, falling behind in the tech industry will not be favorable for the company.
Related Stories:
- https://www.cnn.com/2025/03/27/tech/apple-ai-artificial-intelligence/index.html
- https://www.axios.com/2025/03/17/apple-ai-siri-delay
- https://bgr.com/tech/hotly-anticipated-apple-smart-home-hub-is-delayed-and-its-siris-fault/
- https://appleinsider.com/articles/25/04/06/apples-home-hub-pushed-back-to-2026-after-delayed-siri-improvements
- https://arstechnica.com/apple/2025/03/apple-reportedly-planning-executive-shake-up-to-address-siri-delays/
- https://www.cnbc.com/2025/03/07/apple-delays-siri-ai-improvements-to-2026.html
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