Apple's Siri Upgrade Set to Launch This Fall

Apple might soon be prepared to introduce its enhanced, more customized Siri functionalities prior to the 2025 holiday season. according to The New York Times . The publication cited three sources with knowledge of Apple’s plan to release a virtual assistant “in the fall” that can edit and send photos to a friend on request — features that were supposed to arrive in iOS 18 .

This represents the most advanced anticipated schedule we have encountered up until now. As stated by Apple representative Jacqueline Roy, statement to Daring Fireball In March, the company anticipates beginning the rollout of its enhanced Siri features. “in the coming year .” Meanwhile, Bloomberg Mark Gurman stated that Apple’s artificial intelligence division thinks a "truly updated, conversation-focused iteration of Siri" could be possible. will likely not be prepared before 2027 at the earliest. owing to challenges during development.

Several delays apparently stemmed from leadership problems inside the firm. John Giannandrea, who previously headed AI and Siri at Apple was substituted in March following CEO Tim Cook’s loss of faith in his abilities, as reported. a report from Bloomberg , while The Information reports Senior Apple Director Robby Walker and Software Executive Sebastien Marineau-Mes clashed over who should lead the initiative to enhance Siri. Multiple ex-employees from Apple’s AI and Machine Learning division pointed at Walker when speaking with the publication, suggesting he lacked the drive or willingness to take risks needed for revitalizing Siri. The internal engineering team reportedly nicknamed their unit "AIMLess" due to this perceived lack of direction.

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The New York Times Earlier problems for the project arose in 2023 when Cook attempted to nearly double the budget allocated for AI chip development but faced opposition from Luca Maestri, Apple’s CFO. Instead of granting full approval, Maestri scaled down the funding increment significantly and advised focusing resources on enhancing efficiency among current stockpiles—of which only around 50,000 units over five years old existed. According to insiders familiar with Cook’s proposal, these numbers paled compared to the substantial investments made by rivals such as Microsoft, Amazon, Google, and Meta, who procured hundreds of thousands of newer chips.