Apple faces mounting pressure as Siri AI upgrade faces repeated delays

Apple lags behind rivals in AI

As Apple fights off the competition, other smartphone makers are moving fast in AI. Google will launch Pixel Sense, a new Artificial Intelligence assistant that works right on your smartphone to boost privacy and speed. At the same time, brands like OPPO and Vivo have already put AI that works across apps into their phones. Apple has stuck to AI that works only on the device, which means it misses out on cloud-based AI features that others have. This has left Apple Intelligence, now in iOS 18 beta, behind in areas like understanding context and handling complex tasks.

Apple’s promotional efforts have also faced scrutiny. A September 2024 advertisement showcasing the new Siri’s ability to retrieve past conversations and calendar events was removed. Apple did admit that it needs more time before showcasing the AI assistant.

While Apple has positioned Siri’s transformation as a long-term strategy, the slow progress has fueled concerns about whether it can compete in an era where AI is becoming a core part of the smartphone experience.

A careful plan or a lost chance?

Apple’s slow and steady path in AI focuses on keeping data safe and making sure it fits well with its systems. This might lead to a better AI assistant in the end, but the gap between Apple and its rivals is growing, making people wonder if Siri can stay in the game. As the AI race heats up, Apple is at a crucial point. The next-gen Siri isn’t just another update—it’s a key test of Apple’s AI dreams. But with delays piling up, Apple is running out of time to show it can still be a leader in the AI-driven phone world.