Apple's Siri Chief Calls Setbacks 'Ugly and Embarrassing'

Apple's ambitious plans to revamp Siri with advanced AI features have hit a significant roadblock, with key enhancements now delayed until at least next year. Robby Walker, the senior director overseeing Siri, recently addressed the division in a candid all-hands meeting, calling the setbacks "ugly and embarrassing" and admitting that promoting the technology prematurely worsened the situation, according to Bloomberg sources familiar with the discussion.

Walker told staff that the team had been racing to deliver a more personalized Siri, capable of tapping into user data and controlling apps more precisely, for a spring launch. However, persistent bugs and engineering hurdles have pushed the rollout to the iOS 19 cycle in 2026. The features, first showcased at Apple's Worldwide Developers Conference last June, were meant to bolster Siri's role in the iPhone 16 lineup and Apple Intelligence initiative. Instead, the company is left grappling with a prototype that barely worked at the time of its reveal.

During the meeting, Walker acknowledged the toll on his team, noting feelings of anger, disappointment, and burnout after the postponement. "We showed people before," he said, reflecting on the decision to unveil the features publicly despite their unpolished state. He added that marketing efforts, including TV commercials, amplified the misstep by touting capabilities that remain out of reach. Still, Walker praised the group's "incredibly impressive" work and insisted Apple remains committed to delivering a top-tier virtual assistant.


The delay stems from quality concerns, with the technology functioning reliably only two-thirds to 80% of the time, far below Apple's standards. Walker stressed that shipping an incomplete product isn't an option, even if competitors might release similar features in a rougher state. He also hinted at uncertainty around the iOS 19 timeline, saying, "It doesn't mean that we're shipping then," as the company juggles other hardware and software priorities for 2025.

Apple's leadership, including AI head John Giannandrea and software chief Craig Federighi, is under pressure to turn things around. No immediate firings are planned, but adjustments are in motion, with veteran executive Kim Vorrath brought in to stabilize the effort. For now, Apple is focusing on incremental Siri updates—like Type-to-Siri and product knowledge in iOS 18—while the bigger overhaul remains on hold.

For iPhone users awaiting a smarter Siri, the wait continues, with Walker promising the features will ship "as soon as they are ready." Please download the iClarified app or follow iClarified on Twitter, Facebook, YouTube, and RSS for more updates.