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regular-article-logo Sunday, 15 June 2025

Apple's Craig Federighi and Joz address the delay around upgrades to Siri

Ever since OpenAI’s ChatGPT started becoming popular in 2022, tech companies have been racing to add more features using generative artificial intelligence

Mathures Paul Published 14.06.25, 12:02 PM
Apple CEO Tim Cook and senior vice-president of software engineering Craig Federighi (right) during Apple’s annual Worldwide Developers Conference in Cupertino

Apple CEO Tim Cook and senior vice-president of software engineering Craig Federighi (right) during Apple’s annual Worldwide Developers Conference in Cupertino

Users keep asking time and again about the next upgrade to Siri. The development appears to be on track, according to Apple’s SVP of software Craig Federighi and SVP of worldwide marketing Greg Joswiak (popularly known as Joz).

Ever since OpenAI’s ChatGPT started becoming popular in 2022, tech companies have been racing to add more features using generative artificial intelligence. Last year, the company unveiled Apple Intelligence, which offers technology that summarises text, creates original images and promises to retrieve the most relevant data. The company has managed to deliver all of that, but one of the bigger promised upgrades has been missing — an overhaul of Siri.

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At the latest Worldwide Developers Conference, Apple announced an important AI update — opening up Apple’s technology to third-party developers and adding translation features. Later, the two of them talked about what’s going on with Siri.

“We were very focused on creating a broad platform for really integrated personal experiences into the OS,” Federighi told Tom’s Guide. Apple did manage to add a few features with a refreshed Siri on iOS 18, including a more conversational experience, but some of the most exciting promised features have been delayed.

“We found that when we were developing this feature that we had, really, two phases, two versions of the ultimate architecture that we were going to create,” said Federighi. “Version one we had working here at the time that we were getting close to the conference, and had, at the time, high confidence that we could deliver it. We thought by December, and if not, we figured by spring, until we announced it as part of WWDC. Because we knew the world wanted a really complete picture of, ‘What’s Apple thinking about the implications of Apple intelligence and where is it going?’”

It means V1 was used to build the initial Siri demos but V2 was needed to deliver a complete solution to customers.

“We also had a V2 that was a deeper end-to-end architecture that we knew was ultimately what we wanted to create to get to the full set of capabilities that we wanted for Siri. Fundamentally, we found that the limitations of the V1 architecture weren’t getting us to the quality level that we knew our customers needed and expected. We realised that V1 architecture... we could push and push and push and put more time but if we tried to push that out in the state it was going to be in, it wouldn’t meet our customer expectations or Apple’s standards. We had to move to the V2 architecture. As soon as we realised that, and it was during spring, we let the world know that we weren’t going to be able to put that out; we were going to keep working on shifting to the new architecture.”

Instead of offering vague promises, Apple decided to continue working on the new architecture for Siri, which will understand your personal context, on-screen awareness and in-app actions. It will be available “in the coming year”, that is 2026 or after the launch of iOS 26 in the fall.

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