Apple's ai delay: does it even matter anymore?
Apple's ai delay: does it even matter anymore?
We're squarely in the midst of the AI boom, and it's anyone’s guess whether this wave of investment will be remembered as a brilliant leap forward or a colossal misstep. Smartphone manufacturers are heavily investing in AI, and even your grandma is talking about it. But one giant is taking a different approach: Apple. The company has announced yet another delay for its AI-enhanced Siri upgrade, originally slated for 2024.
The persistent siri delay
The repeated delays with Siri's upgrade are certainly a problem. Apple initially announced the enhancements in 2024, and users were anticipating a significant overhaul. However, development has reportedly spiraled, pushing the release date further and further out. While frustrating, I believe Apple should be commended for not rushing a product to market. It's a refreshing change in an industry often driven by hype.
Iphone sales remain strong
Historically, Siri debuted as a novel feature on iPhones fifteen years ago, quickly becoming a beloved iOS staple. Users embraced the novelty of speaking to their phones for reminders and alarms. However, the landscape has drastically shifted in recent years with the rise of powerful platforms like ChatGPT and Google's Gemini. Competitors like Samsung have been aggressively marketing their phones as “AI phones” with features like those seen in the Galaxy S24 and S25.
Apple's market dominance
Despite the AI lag, Apple continues to thrive. Recent data suggests that Apple is poised to overtake Samsung as the world's top smartphone company, largely thanks to the continued popularity and impressive sales figures of the iPhone 17 Pro. A recent Counterpoint report highlights that “only Apple and Samsung have surpassed the one-billion active devices milestone,” meaning nearly one in four phones globally is an iPhone. This is fueled, in part, by Apple’s strong ecosystem and brand loyalty.
Is ai really that crucial right now?
While AI is generating considerable buzz, I question its current importance in the smartphone market. Maybe it will be crucial tomorrow, next year, or perhaps never. But as of early 2026, AI isn't a deciding factor for many consumers. Apple's ability to cultivate a loyal user base and offer a seamless ecosystem experience often outweighs the need for cutting-edge AI features.
A marketing mishap, not a technical failure
The repeated Siri delays, in my view, are more of a marketing issue than a fundamental technical failure. Apple’s misstep lies in prematurely announcing ambitious features. It’s perfectly acceptable to strategically position yourself as a latecomer to a trend. Own it! Embrace the criticism, and deliver when you’re genuinely ready.
The importance of delivering on promises
Promising features you can’t deliver, even if those features aren't critical, erodes trust. As a trillion-dollar company with virtually limitless R&D resources, Apple should be able to achieve what it sets out to do. It’s time to either deliver on those promises or remain silent until the new Siri version is truly ready. The users will appreciate the honesty and integrity.