Apple Faces AI Setbacks as Siri Upgrade Pushed to 2026

Apple Inc. has indefinitely delayed its highly anticipated Siri AI upgrade, originally set to launch with iOS 18.4 in April 2025. The postponement raises concerns about Apple’s ability to compete in the rapidly evolving artificial intelligence market.

Why Apple Delayed Siri’s AI Upgrade

The Siri enhancements, announced at Apple’s Worldwide Developers Conference (WWDC) in June 2024, were designed to make the voice assistant more intuitive, integrating deeper personalization and enhanced app control. However, reports indicate that Apple engineers have struggled with persistent software bugs, forcing the company to push the update to at least 2026.

According to insiders, Apple’s software chief Craig Federighi and other top executives voiced concerns that Siri’s new capabilities were not functioning as intended. Some AI division employees fear the project may require a complete overhaul, further delaying its release.

Impact on Apple’s AI Strategy

Apple’s delayed AI rollout could hinder its ability to compete with Amazon’s Alexa+, Samsung’s AI-driven Bixby, and Google’s Assistant. While Apple has integrated OpenAI’s ChatGPT into iOS 18, its AI technology still lags behind rivals.

The postponement also casts doubt on Apple’s ability to deliver the next-generation AI features promised for future iPhones. Initially, Apple planned to introduce a more conversational, ChatGPT-like Siri in 2026 with iOS 19. However, sources now suggest that a fully functional version may not arrive until iOS 20 in 2027.

Customer Frustration and Brand Implications

Apple has been promoting its AI-powered Siri features in marketing campaigns for months, despite the delays. To manage customer expectations, AppleCare representatives have been instructed to assure users that Siri’s new capabilities will roll out “in the coming year.”

Additionally, Apple may face hardware limitations as it enhances Siri’s AI functions. Running more sophisticated AI models on existing iPhones could slow performance, potentially requiring future devices to feature more advanced chips.

Apple’s AI Future: What’s Next?

With competitors advancing in AI integration, Apple’s delayed Siri upgrade raises questions about its long-term strategy. Industry experts speculate that Apple may need leadership changes within its AI division to regain momentum.

For now, Apple is focusing on integrating Apple Intelligence into more applications while working behind the scenes to refine Siri’s next evolution. However, as tech giants push AI boundaries, Apple must act swiftly to stay competitive in the AI race.