Hide this Siri that I cannot see. Apple has reportedly decided to separate the Apple Intelligence "brand" from Siri, according to Mark Gurman. Until now, all functions related to generative AI, including those concerning the assistant, were found under the large banner of Apple Intelligence.
Siri non grata
During WWDC 2024, Apple presented a much more intelligent Siri, capable of searching for information in apps, analyzing it, and presenting a relevant summary of the results. In the example given by the manufacturer, we saw a user asking Siri about her mother's travel plans; The answer assembled data from emails and text messages to build a route.
But here's the thing: those beautiful demos—and the advertising that went with them—were just vaporware, simple videos showing what iOS should be able to do in practice. According to the Bloomberg snooper, prototypes from a few months ago are off the mark a third of the time.
When Craig Federighi, the company's vice president of software, wanted to test a beta of iOS 18.4—the version that was originally supposed to include this new Siri—on his own iPhone, he could only see the extent of the problems: the new features Apple had been touting, like voice search for a driver's license number, didn't actually work. Hence the postponement and the internal crisis that has rocked the company ever since.
All of which brings us to WWDC 2025. Gurman explains that Apple intends to keep Siri separate from Apple Intelligence, so that the former's failings don't affect the latter's brand image (Apple Intelligence also has its own problems). It's unlikely that Apple will mention the major Siri update that has been postponed indefinitely.
Tim Cook briefly alluded to this during last quarter's financial results. He stated that Apple was making progress, but that Apple needed time to "meet our quality standards." Regarding Apple Intelligence, the manufacturer is expected to announce some new features, such as intelligent battery management in iOS 19 and a "virtual health coach."
Finally, Apple should in the future avoid announcing new features too far in advance of their actual release. A wise resolution…
Source: Bloomberg
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