Apple has admitted to delays in its highly-anticipated Siri overhaul, citing “embarrassing” marketing blunders as a major contributor to the setbacks. The company had promised to launch a more personalized and powerful Siri capable of utilizing data from iPhone users within a year.
The project, dubbed “Siri 2”, aimed to integrate Siri with OpenAI’s ChatGPT technology to provide more accurate answers. However, months have passed without any sign of the new version, leading Apple to suspend other existing AI features.
According to Bloomberg, Apple executives described the delays as “ugly” and told staff that the company had prematurely promoted the features before they were ready. This led to Giannandrea being sidelined, with Mike Rockwell taking charge of Siri. The delay has raised concerns among investors about Apple’s commitment to privacy, which may hinder its ability to compete with other chatbots relying on vast amounts of data.
Source: https://www.telegraph.co.uk/business/2025/03/29/siri-explain-how-you-became-apple-most-embarrassing-failure