Substantial Apple Siri Upgrades Are "Still Months Away"

Apple’s long-awaited overhaul of Siri won’t be arriving at next month’s Worldwide Developers Conference (WWDC), according to a new Bloomberg report that details the company’s missteps in the artificial intelligence race.

Apple’s slow progress in AI could jeopardize its leadership in consumer tech.

Instead, the event will focus on incremental improvements to existing “Apple Intelligence” features, Andrew Nusca reported for Fortune Tech.

While some updates are expected—such as an AI-optimized battery management system and a virtual health coach—significant Siri upgrades are still “months away from shipping,” the report said.

The delay is reportedly so pronounced that Apple is considering separating its Apple Intelligence branding from Siri in marketing materials to avoid tarnishing its broader AI narrative.

The stakes are high. Apple’s slow progress in AI could jeopardize its leadership in consumer tech.

A top executive reportedly admitted internally that Apple’s dominance is threatened by the rise of competitors such as OpenAI’s ChatGPT, which, along with other advanced chatbots, is already cutting into Google’s search traffic and could ultimately displace the app-centric experience Apple has long controlled.