Overview

• Apple aims to release its revamped Siri in fall 2025, featuring personal context, on-screen awareness, and deeper app integration, according to sources familiar with the company's plans.
• Years of leadership conflicts, including criticism of former Siri head Robby Walker, have delayed the assistant's development and led to employee dissatisfaction.
• Budget cuts in 2023, initiated by CFO Luca Maestri against CEO Tim Cook’s initial approval, hindered AI chip upgrades and left Apple lagging behind competitors in AI infrastructure.
• The staged demo at WWDC 2024, showcasing unready Siri features, marked a departure from Apple’s tradition of presenting fully functional products, damaging internal and public confidence.
• Recent restructuring under Craig Federighi has shifted Siri development to allow the use of third-party language models, accelerating progress on AI features.