Apple's iPhone 16 was launched with a promise of a more personalized AI-powered Siri via Apple Intelligence, but nearly a year later, the upgrade remains unfulfilled. Due to delays, Apple had to retract its commercial for the device. In a new Pixel 10 advertisement, Google mocks this situation, suggesting consumers switch phones instead of waiting for promised features. Apple's SVP Craig Federighi stated the delays were due to challenges with Siri's hybrid architecture and reassured that they are now focused on delivering a more significant upgrade than previously planned.
Apple sold its iPhone 16 devices last year with a promise that a new AI-powered version of Siri would soon be a lot more personalized thanks to Apple Intelligence. Almost a year later, that Siri upgrade still isn't here, and Apple was forced to delay its promised improvements and remove an iPhone 16 commercial instead.
Google's latest ad comes just a day after a report from Bloomberg's Mark Gurman shed some additional light on Apple's AI delays. In a recent all-hands meeting, Apple's SVP of software Craig Federighi reportedly put the delay down to Apple's issues of trying to use a hybrid architecture for Siri.
Federighi previously revealed in June that it was "going to take us longer than we thought" to deliver the promised Siri upgrade.
This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned," said Federighi. "There is no project people are taking more seriously."
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