THE TELEGRAPH
Apple’s virtual assistant, Siri, introduced in 2011, was initially seen as a groundbreaking innovation in voice recognition. However, over the years, it has struggled to keep up with competitors like Google Assistant and Amazon’s Alexa. Apple’s strong emphasis on user privacy has limited data collection, restricting Siri’s ability to improve and adapt. As a result, users have often found it frustrating and less effective than rival AI assistants.
Recent efforts to enhance Siri with advanced AI features have faced major setbacks. In June 2024, Apple announced “Apple Intelligence” to revamp Siri, but by March 2025, many promised improvements were still not functional. Apple’s Siri team leader, Robby Walker, acknowledged the issues, calling the delays “ugly and embarrassing,” while admitting that some AI responses were incorrect nearly one-third of the time.