“It’s taking longer than we thought”: Apple CEO Tim Cook on AI-powered Siri:

Apple Siri

Apple has pressed pause on the rollout of its more advanced, AI-driven Siri features, citing a need for additional development time to meet the company’s internal quality standards. CEO Tim Cook acknowledged the delay during the recent earnings call with investors, emphasising that while progress is steady, the feature set isn’t quite ready for prime time.

“With regard to the more personal Siri features we announced, we need more time to complete our work so they meet our high-quality bar,” Cook said. “There’s not a lot of other reason for it. It’s just taking a bit longer than we thought.”

The revamped Siri, expected to lean heavily on generative AI to offer a more personal and context-aware assistant experience, had been a much-anticipated part of Apple’s broader artificial intelligence push. While competitors like Google and OpenAI race ahead with conversational agents, Apple has so far taken a more deliberate approach.

Cook’s comments suggest Apple is unwilling to release AI features before they’re fully refined—possibly a nod to its historically cautious stance on major software shifts. “We are making progress,” he added. “And we’re extremely excited to get the more personal Siri features out there.”

The delay adds to the growing sense that Apple’s AI strategy is unfolding at its own pace—less a sprint to market and more a methodical marathon. Still, with WWDC just around the corner, all eyes will be on Cupertino to see if the company can deliver an AI assistant that feels less robotic and more human—eventually.