Apple is going through a difficult time with the development and launch of the new version of Siri, its popular virtual assistant., while pressure from competitors and its own shareholders is growing significantly. The company's plans to revolutionize Siri with generative artificial intelligence have been hampered by delays, internal restructuring, and even a cascade of class-action lawsuits motivated primarily by a lack of transparency and unmet expectations.
Despite promising announcements at its most recent events, Apple has had to publicly acknowledge that its ambitious AI assistant won't be available anytime soon, creating significant frustration among both the public and investors, who are seeing direct competitors—particularly Google and Samsung—consolidating their leadership in this field.
A smart assistant that never arrives
The first advertisements of a much more advanced Siri with contextual interpretation capabilities and natural responses powered by generative AI date back to WWDC 2024. However, the reality is that the new version of the assistant, integrated into the 'Apple Intelligence' platform, will not arrive before spring 2026, according to various sources such as Bloomberg and Mark Gurman himself. The development has required redoing much of the system, abandoning the original design and opting for a completely new architecture, which has meant doubling the planned deadlines and publicly admitting that the product still does not live up to expectations.
Although the company has rolled out partial features such as smart transcriptions or emoji generation, Siri remains in its traditional form and doesn't benefit from these advances. The stir caused by the delay, coupled with Apple's months-long silence, has sparked criticism and left users in suspense about when they'll actually be able to test the potential of the new Siri.
Meanwhile, the competition continues unabated. Google, Samsung, and even Microsoft have made progress in integrating generative AI models into their devices and assistants, putting Apple at a clear disadvantage. The company risks not only market share, but also reputation, in a context where innovation in artificial intelligence is key to maintaining its appeal.
Shareholder demands and concerns
Dissatisfaction with delays and lack of clarity has led to several class-action lawsuits. filed by Apple shareholders in the United States. These investors accuse the company of having minimized the time required to develop and integrate artificial intelligence into Siri, which allegedly harmed both iPhone sales and share value.
The lawsuits, filed in federal court in San Francisco, seek financial compensation for those who have experienced financial losses as a result of the stock's depreciation over the past year. According to various media outlets, the decline in Apple's stock market value since the end of 2024 has been significant, although it is noted that other external factors, such as international trade tensions, have also played a role.
These lawsuits name key figures within the company, including the CEO and CFOs, who are identified by the plaintiffs as directly responsible for managing expectations and communication about the Siri project and AI. Investor frustration This is not only due to the delays, but also to the conviction that Apple, unlike the company's usual practice, has not managed the development status and actual deadlines in a transparent manner.
Internal restructuring and competitive pressure
As a result of this situation, Apple has had to make a move internally.Significant changes have taken place in the artificial intelligence and software departments, with managers being transferred from other areas to be involved in the rescue of the Siri project. This restructuring aims to accelerate progress and ensure the final result lives up to expectations, even if this means further delaying the launch.
Meanwhile Pressure from rivals like Samsung and Google has only increasedBoth companies have been consolidating their own AI-powered digital assistants—Gemini in Google's case and Samsung's advanced solutions—including text and image generation and contextual integration functions, which for many users are already the industry standard.
Looking ahead, Apple's roadmap for Siri and AI remains shrouded in uncertainty. Insiders suggest that the next major Siri update will arrive, at the earliest, with iOS version 26.4, likely in spring 2026. Despite rumors about new features based on large language models (LLM), the company remains cautious, opting to communicate only the essentials until development reaches the level of quality required by the brand.
Siri's transformation is one of the most significant challenges in Apple's recent history. The company must demonstrate that its commitment to artificial intelligence is not only timely, but also truly provides differential value. and meets the expectations of both users and shareholders. Media pressure, lawsuits, and internal changes make it clear that the next version of Siri will be closely watched by the entire tech industry and the general public.
The story of Siri reflects how, even for the most established tech giants, The pace of AI innovation can become a long-distance race, where a lack of foresight and strategic decisions can lead to costly delays and unexpected market movements.
