Apple's Siri Upgrade May Launch in Fall; Internal Disputes and Resource Limits Are Hurdles

According to a report by The New York Times, Apple is planning to launch a new generation of its virtual assistant Siri in the fall of 2025. This updated version will feature smarter and more personalized capabilities, including the ability to edit and send photos based on user commands. However, whether this plan can proceed as scheduled remains uncertain.

Previously, Apple has delayed the Siri upgrade multiple times. Back in March this year, a company spokesperson stated that the upgraded Siri would be released "within the next year." However, the recent report from The New York Times suggests an earlier timeline than previously expected. Bloomberg's well-known reporter Mark Gurman believes that Apple's AI team considers a "truly modern conversational Siri" might not be completed until 2027.

The root cause of these delays points to internal management issues within Apple. In March, Apple CEO Tim Cook reportedly lost confidence in John Giannandrea, the former head of AI and Siri, and replaced him. Internal documents reveal that Robbie Walker, Apple's senior director, and software executive Sebastien Marineau-Mes had significant disagreements over leadership of the Siri upgrade project. Several former Apple AI/ML team employees told the media that Walker lacked the determination to drive Siri innovation, with his team even jokingly referred to internally as having "no AI soul."

Resource allocation conflicts are also hindering project progress. In 2023, Cook proposed doubling the budget for AI chip development, but this was opposed by Chief Financial Officer Luca Maestri. Maestri not only cut the budget increase to less than half of the original plan but also required the team to prioritize improving the efficiency of the existing 50,000 AI chips, half of which have been in service for over five years. Insiders pointed out that this level of resource investment is significantly lower compared to competitors like Microsoft, Amazon, Google, and Meta.

Currently, Apple faces dual challenges: resolving internal management conflicts while addressing hardware limitations in AI chip development. As the fall release window approaches, it remains to be seen whether this tech giant can fulfill its promises, warranting continued market observation.