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Apple is fighting to deliver his artificial intelligence language assistant for the iPhone upgrades, and investors have run down the potential for important AI announcements at his annual flagship event next week.
Recently deceased employees informed the Financial Times that the Silicon Valley giant was attacked by challenges with the update of Siri using the latest major language models that can provide more demanding answers to spoken input requests.
Apple has tried to build its own LLMs through the technology for machine learning, currently Siri, a product that is already used in hundreds of millions of its bestseller devices, with the aim of creating a really conversive assistant.
Former managers said that the process of integrating the technologies to bugs led a problem with which competitors such as Openaai are not confronted with generative voice assistants on AI-based voice assistants from scratch.
A former Apple manager said: “It was obvious that they would not revise Siri by doing what managers described as” climbing on the hill “, which means to develop the product incrementally instead of rebuilding it from scratch.
“It is clear that they stumbled,” added the person.
Siri’s updates form an important part of “Apple Intelligence”, a suite of AI functions that was announced last year at the company’s worldwide developer conference and which is intended to increase the sales of hardware.
theft reported this week Apple’s attempt to rurve the AI features in China that are driven by alibaba models is stopped by a Beijing regulatory authority. Sensitive offers in the country in which American technology companies are involved were examined in more detail in response to the trade war of US President Donald Trump.
Repeated mistakes in the liberation of Apple Intelligence functions that have already been announced have led to the expectations of this year’s WWDC, which begins next week, are low.
“We are at the point where investors already know what the good news may be, and it’s about: let us first deliver what you promised last year,” says Samik Chatterjee at JPmorgan.
The AI fights have loaded the existence of the Tech giant. The so-called 7-technical shares in 2025 was the worst performance of the so-called 7 tech shares, which has dropped by around 18 percent since the beginning of the year and under the technical hayspet Nasdaq, which is largely flat.
Trump’s tariffs, competitive threats in China and the legal pressure on Apple’s high margin business have also led to investor concerns regarding long -term growth.
At the core of Apple’s AI problems, Siri, his Legacy Voice Assistant, is viewed for the development of real “acting” skills on the iPhone and other Apple devices.
When Chatgpt started at the end of 2022, “the company company changed rapidly and it was clear that Siri was neglected,” said another former senior Apple employee who worked on the technology before the start.
In addition, the person added that they were “surprised” to see the features that were announced last year and ultimately did not “not” be done in time for the first publication of Apple Intelligence.
Openai, Google and confusion not only operated much larger and more powerful models, but also brought voice assistants onto the market that are widespread than that of Apple.
The answer of the iPhone maker was to concentrate the annual developer conference on its own Ki-Push last year, on which an AI upgrade assistant was able to read the user’s screen, to support their context information and to take actions in their apps.
A group of AI functions such as writing AIDS, image and emoji generation and camera-based search have already hit the market.
However, the announced changes to Siri still have to be published. The managing director Tim Cook recently admitted that the technology did not meet the company’s “high -quality bar” and “lasted a little longer than we thought”.
The delays led to Apple -TV ads with TV ads The last of us Star Bella Ramsey, who advertised the new Siri update. The company has drawn a number of false advertising positions from consumers.
The current delays against Siri mean that Apple essentially depends on “delivering a really modern AI assistant, long after Google and other such technologies have integrated”, wrote the analysts of the Bank of America on Monday.
The errors have led to changes at Apple. John Giannandrea, who runs out of Google from Google in 2018, saw the Siri product department from his tasks at the beginning of this year and switched to Mike Rockwell, the manager of the Vision Pro Headset.
A former Apple manager said that fragmented management teams had led to a lack of uniform strategy around AI, which worsened by an initial appetite of the top executives in order to assign a sufficiently sufficient budget to build up the technology.
Another challenge is Apple’s focus on the privacy and security of the user. The execution of its AI functions through smaller models and user data that stays on the device adds another level of complexity to the challenge.
In contrast to larger LLMs such as those, this is carried out by the Openai’s Chatgpt, which run through the cloud on powerful servers. Apple released itself on Openai by publishing the chatt integration with Siri.
Since then Openai has signaled his own ambitions In the hardware area, when the managing director Sam Altman announced a USD 6.5 billion for the acquisition of IO, the company founded by the former Apple designer Jony Ive, which now created products for a potential rival. The Apple shares fell around 2 percent in the news.
