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Apple is fighting for upgrading to its voice assistant artificial intelligence for the iPhone, and investors downgrade about the potential for major AI messages at its flagship annual event next week.
Recently, the officers sent said The Financial Times that the Silicone Valley giant was related to the Siri update problems using advanced large language models that can give more complex answers to the spoken clues.
Apple tries to create its own LLM over machine learning technology, which currently provides an inyro, a product that is already used in hundreds of millions of bestsellers to create a truly spoken assistant.
Former executives said the technology integration process has led to mistakes, problems that competitors such as Openai, who created generative voice assistants based on AI, faced.
One former Executive Director Apple said: “It was obvious that you were not going to remodel Siri, doing what the executives call” climb the hill “, that is, to gradually develop the product rather than rebuild it from scratch.
“It is clear that they stumbled,” the man added.
Siri updates make up the key part of “Apple Intelligence”, a set of AI features, announced at the World Company Developers Conference last year and is designed to increase equipment sales.
Foot reported this week The fact that Apple’s attempt to deploy AI features in China running on alibaba models is stored in the Beijing regulator. Sensitive deals in the country involving US technology companies were carefully controlled in response to US President Donald Trump’s trade war.
Repeated failures to release Apple Intelligence features that have already been announced meant that expectations for WWDC starting next week.
“We are at the moment when investors already know that this is good news and it’s about: let’s get back first that you promised last year,” says Chattarsi Sami in Jpmorgan.
Ai -filled weighed at the actions of the technological giant. It was the worst, which were in 2025, the so-called wonderful 7-year stock, which is about 18 percent since the beginning of the year and below the NASDAQ technological, which is heavily equal.
Trump tariffs, competitive threats in China and legal pressure on Apple’s high profitability business have also led to an concern for investors about its long -term growth.
At the heart of AI AI AIP – Siri, its outdated voice assistant, which is regarded as critical to unlock true “agencies” abilities on the iPhone and other Apple devices.
When the chatgpt started at the end of 2022, “the way that the company was making spoken interaction was changed quickly, and it was clear that the Siri was short,” said another former senior Apple employee who worked on the technology before launching.
The man added that they were “surprised” by seeing the functions announced last year, which end up “are not going to do it” on time for the initial release of Apple Intelligence.
In addition to working much larger and more powerful models, like Openai, Google and surprise, have launched voice assistants that are widely regarded as smarter than Apple.
The answer to the creation of the iPhone was to focus on the annual conference of last year’s developers on his own AI Push, where he teased the assistant, the updated AI, able to read the user screen, rely on his contextual information and take actions in his applications.
The AI Group Functions such as Writing Guide, Drawings and Smilies Generation and Camera Search have already been on the market.
However, preliminary changes in Siri will not yet be released. Recently, Chief Executive Director Tim Cook acknowledged that the technology did not match the “high quality” company and “took a little longer than we thought.”
Delays led to the fact that the apple pulls out television ads involving Last of us Bella Ramsi star, which promoted a new Siri update. The company has attracted a number of false advertising lawsuits from consumers.
Current delays to Siri mean that Apple is essentially three or more from the provision of “a really modern AI assistant, long after Google and others have integrated such technologies,” the Bank’s Bank’s analysts wrote on Monday.
The failures have led to changes to Apple. John Dzhnandrea, his AI Guru, who sowed Google in 2018, saw that the Siri products department, removed from his referee earlier this year and moved to Mike Rockvel, Executive Director for the Vision Pro.
Former Apple Executive Director said the fragmented management groups led to the lack of a single strategy around the II, deteriorating the original lack of appetite from the top executives to allocate a large enough budget to create technology.
Another problem is Apple’s emphasis on users’ particular and security. He has placed priorities for managing AI functions through smaller models and users’ data on the device, which, according to former employees, adds another layer of complexity.
This is unlike large LLM, such as the Power Openai Chatgpt that go through the cloud on powerful servers. Apple leaned toward Openai, releasing Chatgpt’s integration from Siri.
Since then Openai has signaling your own ambitions In the equipment with which Sam Altman Executive Director has announced a $ 6.5 billion agreement to purchase an IO, a company founded by a former Apple Jony Ive designer, which will now create products for a potential competitor. Apple’s stock has fallen about 2 percent on the news.
