Apple’s delayed AI-powered Siri upgrade is still a work in progress, and Tim Cook wants you to know it’s definitely coming. Eventually.
During Apple’s latest earnings call, Tim Cook finally broke the silence on the delayed rollout of the “more personal” Siri features promised as part of Apple Intelligence. If you’ve been waiting for Siri to actually get smart, hang tight, Cook says it’s on the way.
Still Waiting on Smarter Siri
Apple first teased a souped-up Siri with personal context, in-app actions, and on-screen awareness as part of its Apple Intelligence initiative back with iOS 18. That was last year. Since then, it’s been… well, quiet.
On the call, Cook said:
We need more time to complete our work on these features so they meet our high-quality bar. We are making progress, and we look forward to getting these features into customers’ hands.
It’s classic Apple. Better late and polished than rushed and buggy. But it’s also fair to say the world isn’t standing still while Siri finds her brain. Google, Microsoft, and even Samsung have been rolling out jaw-dropping AI tools, while Apple is just starting to show off features like Genmoji and AI-generated memory movies.
Sure, tools like Clean Up, Visual Intelligence, and integration with ChatGPT are cool, but when the competition has AI assistants that can handle full conversations and complex tasks, it feels like Siri’s still playing catch-up.
Related: Google Gemini Could Join Apple Intelligence in iOS 19 as New Siri AI Option
The Bigger Picture: China & Competition
Also worth noting? Apple’s iPhone sales in China have dipped. Siri hasn’t been introduced in China as yet, but Apple plans to release it in the country via iOS 18.5. Analysts suggest one reason for the drop might be the lack of headline-grabbing AI features compared to local brands and global rivals. While the introduction of a Siri could be a good start, a smarter Siri could be key to winning back attention.
For now, though, Siri’s personality upgrade is still “coming in the next year.” Whether it will be worth the wait is something only time—and Siri—can tell.
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