You may have followed Apple's announcements regarding the improvements provided for Siri with iOS 18. Apple Intelligence’s integration had to make the assistant more fluid and relevant. However, we learned last month thatInternal problems delayed this big jump.
A new element today comes to sow doubt about the real advance of these new features. Apple has indeed discreetly removed an advertising highlighting an unprecedented capacity of Siri. A decision that intrigues while the firm maintains two other spots in the same campaign.
When advertising goes faster than reality
The withdrawn video showed a Bella Ramsey amazed by an Siri capable of remembering the name of an interlocutor met a month earlier in a specific restaurant. A feat made possible by analysis of calendar data, emails and messages from the device.
Apple ran this iPhone 16 ad in September 2024 showing off the new AI Siri that understands personal context.
It's now March 2025 and they just delayed the feature until sometime within the next year.
AI Siri is now an iPhone 17 feature that Apple promised for iPhone 16.pic.twitter.com/DnPnQonDgZ
- Sam Kohl (@iUdate)March 7, 2025
Apple now recognizes thatThe development of this "over-appareil" feature is longer than expected.She therefore preferred to discreet the advertisement of her YouTube channel discreetly. The other two spots praising the summary of emails and personalized photo souvenirs remain online.
Apple Compromise's "control center"?
This turnaround also raises questions about another Apple project: its famous "control center" for the connected house. This device would indeed be thought of around the new promised capacities of Siri and Apple Intelligence.
Mark Gurman de Bloomberg initially envisaged a potential launch in March 2025. The postponement of SIRI improvements, howeverUnlikely an exit before 2026.A delay that could benefit competition on this future market.
Apple therefore seems to be experiencing difficulties in concretizing its new generation assistant. Between delays and missing functions,The road to a really intelligent Siri still seems long.
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Equal: AG Tescience
