The report from Bloomberg outlines why Apple has been struggling with its AI strategy. Sources claim Apple Intelligence “wasn’t even an idea” before ChatGPT was launched in late 2022, and that head of software engineering Craig Federighi was “reluctant to make large investments in AI” without a clear end goal.

The crisis runs so deep, allegedly, that Apple will introduce no Siri upgrades at WWDC 2025 — and the report claims to have seen internal data that shows Apple “remains years behind its competition.” It paints a picture of weak leadership, conflicting priorities, flawed decision-making, and problematic integration between teams.

Apple Inc. is facing significant challenges in making its voice assistant, Siri, better. The company grossly miscalculated the importance of generative AI within consumer technology. We know the tech industry is changing quickly.

Apple is finally stepping into the AI spotlight — just not with its long-running voice assistant, Siri, in tow. According to Bloomberg’s Mark Gurman, the tech giant’s upcoming Worldwide Developers Conference (WWDC) will be heavy on artificial intelligence but light on Siri,

The ChatGPT-like chatbot functionality you expect from Siri might not be unveiled when Apple announces iOS 19 next month.

According to a Bloomberg report, Apple's in-house AI chatbot has reached ChatGPT-level performance after six months of internal testing and development

Apple Intelligence has been a wreck since its first features rolled out last year, and a big new report from Bloomberg ’s Mark Gurman details why — and how Apple is trying to piece things back together. And much of its effort hinges on rebuilding Siri from the ground up.

Apple may have started late, and hit some speedbumps along the way, but Apple's Senior Vice President of Machine Learning and AI Strategy, John Giannandrea, wants to beat Apple Intelligence into shape before handing over the reins to a successor.

Apple has pulled out all the stops to tout shiny new AI tools. Now, the company is facing questions about what it’s promised versus what it’s delivered.