When Apple introduced its ambitious Apple AI Siri upgrade last June, the company described it as a major leap forward for its 13-year-old digital assistant. With promises to revolutionize how Siri interacts with personal data, Apple envisioned a future where users could ask complex, multi-step questions like, “When is my mom’s flight landing?” followed by “What’s our lunch plan?” and get precise, cross-referenced answers.
However, that vision is proving harder to deliver than expected.
Apple, which defined the smartphone era with the launch of the iPhone in 2007, now faces mounting pressure to lead the next major tech revolution: artificial intelligence. The delayed Apple AI Siri upgrade raises concerns that Apple may be falling behind competitors who are already rolling out cutting-edge AI features at a faster pace.
Apple’s problems extend beyond the delayed Apple AI Siri upgrade. The company is grappling with economic and geopolitical challenges, including potential tariffs on Chinese imports. Given that many critical components of the iPhone are sourced from China, any new tariffs could significantly impact Apple’s supply chain.
Despite these setbacks, Apple still enjoys a strong position thanks to the ubiquity of the iPhone. Barton Crockett, managing director at Rosenblatt Securities, highlighted the smartphone’s essential nature, calling it “one of the most indispensable consumer staples that you have.” This loyal user base provides Apple with a buffer against temporary market challenges.
Concerns about Apple falling behind in the AI race aren’t new. The Apple AI Siri upgrade was originally announced in June 2024 with a planned release before the company’s developer conference in June 2025. However, Apple recently confirmed that it will take longer than expected to deliver these features.
Industry experts agree that Apple needs to stay relevant in the AI space. Ben Bajarin, CEO of market research firm Creative Strategies, emphasized, “Apple needs to be relevant here, and the fact that they don’t have a lot to show for their efforts is what gives most people the concern.”
Delays are rare for Apple. The company is known for delivering polished, innovative products on time. Gene Munster, managing partner at Deepwater Asset Management, noted, “I can’t remember Apple doing anything like this in the past. It speaks to how much they’re scrambling.”
Apple has successfully navigated difficult situations before, including previous tariff threats and rising competition from Chinese tech brands. However, the delayed Apple AI Siri upgrade is particularly concerning because it comes at a time when AI is seen as the future of consumer technology.
The delay could suggest technical challenges or a need to ensure quality. Google recently faced backlash when its AI Overviews feature generated bizarre responses, like suggesting users put glue on pizza to prevent cheese from falling off. Apple may be trying to avoid similar mishaps by taking more time to refine its AI offerings.
Despite the delay, some analysts remain optimistic about Apple’s long-term prospects. Dan Ives, an analyst at Wedbush Securities, recently predicted that Apple will reach new stock price highs by 2025. Furthermore, Apple CEO Tim Cook has pointed out that iPhone sales remain strong in regions where Apple Intelligence features are available.
Apple is also reportedly working on a new, slimmer version of the iPhone for later this year. This innovation could reignite consumer interest as competitors like Huawei experiment with new designs, such as foldable devices.
The Apple AI Siri upgrade delay represents a rare misstep for a company that has historically led the tech world with groundbreaking innovations. While Apple still has time to catch up, the longer it takes to deliver its advanced AI features, the more ground it risks losing to faster-moving rivals like Google and Samsung.
Nevertheless, Apple’s large and loyal user base, combined with its history of successfully adapting to new market conditions, suggests that the company is far from finished in the AI race. If Apple can deliver on its promises with the Apple AI Siri upgrade, it could redefine how consumers interact with their devices once again.
For now, the tech world watches closely to see whether Apple can maintain its position as a leader in both smartphones and artificial intelligence.
