Apple’s slow embrace of AI, internal resistance, and delayed Siri upgrades have left the company scrambling to redefine its AI strategy and rebuild trust in its voice assistant amid growing competition. (Source: Image by RR)

Once Skeptical of AI’s Value, Apple Now Races to Catch Up with Competitors

Apple’s foray into generative AI, branded as “Apple Intelligence,” has reportedly stumbled due to internal strategic missteps and skepticism among key executives. According to Bloomberg’s Mark Gurman, Apple was unprepared for the rapid rise of AI, with software chief Craig Federighi expressing reluctance to heavily invest in the technology. Federighi and other executives were hesitant because Apple traditionally builds products with clear end goals, while AI development often requires significant investment without a guaranteed payoff. This resistance, as noted in 9to5mac.com, led to delayed progress and a reactive, rather than proactive, AI strategy.

Apple’s AI chief, John Giannandrea, also struggled to advance the company’s AI ambitions. Despite identifying early on that Apple needed to invest substantially more in AI, his efforts were frequently obstructed. While some executives recognized AI’s transformative potential, they failed to rally broader internal support. As a result, key initiatives, like enhancing Siri with generative AI capabilities, fell behind schedule. Many of the features Apple previewed at last year’s WWDC have yet to ship, and updates to Siri are unlikely to be highlighted at the upcoming developer conference.

Looking forward, Apple still plans to expand its AI features across its ecosystem. Gurman reports that enhancements will include an AI-powered battery optimization tool and “Project Mulberry,” a virtual health coach. Additionally, EU users will soon have the ability to replace Siri with third-party voice assistants. These moves suggest that Apple is pivoting toward a more modular, open approach to AI integration—especially in markets with strict regulatory environments like the EU.

Internally, Apple is working to rebuild Siri from the ground up with a new large language model (LLM) infrastructure, but the company is distancing the Apple Intelligence brand from Siri in its public messaging. This marketing separation appears to be an effort to shed Siri’s reputation for underperformance. Going forward, Apple reportedly plans to stop announcing features far in advance of their readiness, a shift in strategy reflecting lessons learned from this recent AI rollout debacle.

read more at 9to5mac.com