Cook acknowledged the delay in delivering Siri’s advanced features, which were first unveiled at WWDC 2024. “With regard to the more personal Siri features we announced, we need more time to complete our work so they meet our high-quality bar,” he said, according to 9to5Mac. He highlighted Apple’s focus on ensuring these features perform reliably before reaching users. The company has not specified a new timeline beyond a vague “in the coming year,” leaving room for speculation about a potential iOS 19 release, possibly as late as March 2026.
The personalized Siri was set to transform the assistant into a more intuitive tool, capable of understanding user context—like pulling flight details from emails or acting on on-screen content, such as adding a texted address to a contact card. These capabilities require seamless integration across apps and robust privacy safeguards, which Apple appears to be prioritizing over a rushed launch.
What’s Already Out
Despite the delay, Cook highlighted the Apple Intelligence features already delivered with iOS 18. “Since we launched iOS 18, we’ve released a number of Apple Intelligence features, from helpful Writing Tools to Genmoji, Image Playground, Image Wand, Clean Up, Visual Intelligence, and a seamless connection to ChatGPT,” he noted. These include AI-powered photo search, smart replies, and priority summaries for Mail and Messages, expanding to more languages and regions. Features like movie creation from simple prompts have also rolled out, showcasing Apple’s progress in AI-driven functionality.
Analyst Pushback and Apple’s Response
The earnings call wasn’t without scrutiny. Richard Kramer of Arete Research pressed Cook on the reasons behind the delay, asking whether organizational issues, legacy software, or insufficient R&D investment were to blame. Cook sidestepped specifics, reiterating that the delay stems from the need to meet Apple’s quality standards. “There’s not a lot of other reason for it. It’s just taking a bit longer than we thought,” he said, per 9to5Mac.
CFO Kevan Parekh chimed in, defending Apple’s investment strategy. “We don’t underinvest in our business,” he stated, noting that R&D spending continues to grow to support the company’s roadmap. This response aimed to quell concerns about Apple’s ability to compete in the fast-evolving AI landscape, where rivals like Google and Amazon are advancing their own assistants.
Why the Delay Matters
The postponed Siri features are critical for Apple’s AI strategy. Unlike current capabilities, the new Siri was designed to handle complex, context-aware tasks—like managing app interactions or retrieving personal data across devices—while maintaining Apple’s hallmark privacy standards. Fabs, or specialized plants producing microchips, power the hardware behind these advancements, and Apple’s reliance on cutting-edge silicon underscores the technical complexity involved.
Bloomberg has reported ongoing challenges, with internal concerns about bugs and unreliable performance prompting delays from an initial iOS 18.4 target to a possible 2026 rollout. Some within Apple’s AI team even suggested scrapping the current approach, hinting at deeper development hurdles. This marks the first public acknowledgment of the delay since Apple’s March 2025 statement, which also projected a “coming year” timeline.
Looking Ahead
Apple’s cautious approach reflects its reluctance to ship subpar features, especially for a high-profile product like Siri. A faulty rollout could erode user trust, particularly for tasks involving sensitive personal data. As Cook emphasized, “We are making progress, and we’re extremely excited to get the more personal Siri features out there.” The company’s silence on specifics suggests it’s grappling with the balance between innovation and reliability.
The delay also impacts Apple’s broader ecosystem plans, including a rumored smart home hub reliant on the upgraded Siri. For now, users can expect continued refinements to existing Apple Intelligence features, with WWDC 2025 likely to shed light on Siri’s next steps. Apple’s challenge is clear: deliver a transformative assistant that lives up to its promises without compromising on quality.
