Apple executives have expressed “intense personal accountability” following significant delays in the rollout of its highly anticipated artificial intelligence (AI) features, collectively known as Apple Intelligence. The tech giant had previously marketed the new capabilities as groundbreaking enhancements, including advanced improvements to the Siri digital assistant, but has now postponed these upgrades indefinitely.
Despite public criticism over the handling of the situation, Apple reportedly has no immediate plans to dismiss any employees over the issue. Instead, the company is expected to reshuffle internal resources, moving top talent across departments to address the challenges in the AI development and rollout process.
During a recent internal meeting addressing the setbacks, Apple officials revealed that some of the highly publicized AI features originally slated for the iOS 18.4 update might not even be fully ready by the release of iOS 19. This admission has sparked frustration among consumers who were initially promised substantial improvements to the Siri assistant, including more natural interactions and advanced conversational capabilities.
Previously, Apple had aggressively marketed these new AI-driven improvements, raising user expectations despite the technology not yet being fully developed. The company’s recent clarification indicates that these features will instead be introduced gradually through future, unspecified software updates.
Apple users have expressed disappointment online, suggesting the company may have prematurely rushed to market these AI advancements instead of adhering to its usual cautious approach. Apple has historically been known to carefully integrate new technologies only when fully tested and refined, contributing significantly to its trusted reputation.
Veteran Apple executive teams are now working diligently behind the scenes, with the aim of releasing the new AI tools when they meet Apple’s rigorous quality standards.
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