Apple's AI mishap, deemed as awkward and humiliating, is sparking discord within the corporation
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Apple's highly-anticipated improvements for Siri, the iPhone's voice assistant, have faced a delay, according to recent reports. This delay may be attributed to a combination of technical challenges and pressure from the marketing team, as suggested by a leaked internal meeting at Apple.
The leaked meeting, which was not officially acknowledged by the company, hints at tension within Apple, involving the advertising and communications team. According to The Verge, this team pushed to showcase unready Siri features at last year's WWDC, despite them being "nowhere near ready". This push may have contributed to the delay in their release.
The ongoing tension between Apple's marketing and software teams is not set to abate any time soon. Last week, Apple pulled an ad showcasing the Siri features, indicating ongoing tension between the two teams. This tension may have raised concerns about Apple's ability to deliver promised features on time, given its past criticisms for releasing products without all features available at launch.
In an internal discussion about the delays, Craig Federighi, Apple's Chief of Software Engineering, took over the leadership of Siri. Apple stated that they have made Siri more conversational, introduced new features, and added an integration with ChatGPT in the past six months. However, the promised Siri features may not have been ready by the time of iOS 19, as suggested by the leaked meeting.
Apple has faced criticism in the past for releasing products without all promised features available at launch. To address this issue, Apple announced a new AI product, Apple Intelligence, to overhaul Siri. The company anticipates rolling out the new Siri features in the coming year.
The development of Apple Intelligence and its impact on Siri is causing tension within the company, according to Bloomberg's report. Siri senior director Robby Walker reportedly called the situation "ugly and embarrassing" in a leaked internal meeting at Apple. Apple is working on a more personalized Siri, giving it more awareness of personal context and the ability to take action within and across apps.
Despite the challenges, Apple remains committed to delivering a superior user experience. Robby Walker acknowledged that Apple's own teases of the software have raised expectations, and the company is working diligently to meet them. As Apple continues to innovate and push the boundaries of AI, we can expect to see significant improvements in Siri in the near future.
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