Bloomberg reveals internal problems at Apple that led to delays in the development of Apple Intelligence and the failed launch of the updated Siri. The main reasons were management skepticism about investing in AI, internal conflicts, and technical difficulties in integrating new features into an outdated system.
Bloomberg reveals internal problems at Apple that led to delays in the development of Apple Intelligence and the failed launch of the updated Siri. The main reasons were management skepticism about investing in AI, internal conflicts, and technical difficulties in integrating new features into an outdated system.
Bloomberg journalist Mark Gurman reports that Apple’s internal data shows that its chatbot technology is 25% less accurate than ChatGPT on most queries. Gurman argues that Apple has been late in investing in AI due to hesitations from management, particularly Craig Federighi, who did not see AI as a priority.
Apple Intelligence was conceived as a response to ChatGPT, Gemini, and other speech models that quickly took over the market. However, the implementation turned out to be weak: the technology was limited in availability, had problems with the accuracy of responses, and had virtually no impact on the daily user experience. According to Bloomberg, even within the company it was called “invisible” — users did not see how and where AI really helps.
All of this is the result of internal confusion, a lack of vision, and bureaucracy. Siri hasn't been fundamentally updated in years, and Apple engineers have faced technological barriers and overly strict privacy controls that have made it difficult to leverage powerful cloud models.
Attempts to "bind" new AI features to the old Siri have caused numerous bugs and instability, with engineers reporting hundreds of bugs and integration difficulties.
The company is preparing a complete transformation of Siri, which will include:
a new language model that can better understand context;
personalized responses based on local user data;
processing requests without the Internet — directly on the device;
deeper integration with applications and system functions.
According to sources, the company is even considering adding ChatGPT-style voice AI — with the ability to maintain dialogue, understand subtext, and learn from user experience.
Apple plans to introduce an updated Siri with built-in artificial intelligence capabilities this summer. The presentation is scheduled to take place at the WWDC 2025 conference, and it will be part of the company's attempt to rehabilitate itself after the controversial debut of Apple Intelligence, a system that was criticized for limited functionality, lack of integration and too slow development.
Siri, which launched in 2011, has lost its lead in the voice assistant space. This new attempt to make it “smarter” is a chance for Apple to regain its reputation as an innovator. But after the failure of Apple Intelligence, expectations are extremely high.
Previously, there were attempts to post a leak of classified data on Siri, when the former head of the Pentagon added a journalist from The Atlantic to a closed Signal chat.
