It has been inevitable for some time that Apple was going to delay launching whatever the new personalized Siri with Apple Intelligence was supposed to be. To expect otherwise was as foolish as hoping the new American government wasn’t going to wreak havoc on its own citizenry and the rest of the world after the most recent election.

Now Apple has owned up to the inevitable. In a statement to Daring Fireball’s John Gruber announced the delay and a new set of expectations:
“Siri helps our users find what they need and get things done quickly, and in just the past six months, we’ve made Siri more conversational, introduced new features like type to Siri and product knowledge, and added an integration with ChatGPT. We’ve also been working on a more personalized Siri, giving it more awareness of your personal context, as well as the ability to take action for you within and across your apps. It’s going to take us longer than we thought to deliver on these features and we anticipate rolling them out in the coming year.”
Note that last sentence includes “we anticipate.” I anticipate dying at some point. I also anticipate warmer days this summer, rain occasionally, and eating pizza on some day in the future. So, the message is stay tuned.
I have several thoughts on this and I’ll lay them out below, along with links to some interesting hot takes following the announcement, some of which have already cooled off a bit.
First, I think Apple was smart to make this announcement even if everyone paying attention already knew this was going to be the case. This delay wasn’t and isn’t news. That said, the announcement comes after Apple, generally perceived as rushing to catch up in the push for Artificial Intelligence, has made what can only be called a poor first impression. Sure, you can call Apple Intelligence a beta if you want. Apple does. But advertising a flawed beta as the tent pole to push new iPhones can’t be called anything but a marketing misfire, if not malpractice.
First impressions of shipping products matter more than clever shiny announcements of things yet to come.

Apple should know this because they are no strangers to bad first impressions. MobileMe left a bad stain that iCloud still has difficulty erasing. The VisionPro continues struggling with poor perception and reception. Yes, Apple also does have a history of turning some poorly received rollouts around. The best examples of that are Apple Maps and the Apple Watch. Even so, once a product launched becomes a product laughed at, it’s difficult to erase the echos of that laughter.
But perhaps the product ridiculed crucially here is the one that Apple married to this all out AI effort: Siri. Purchased, proudly launched, and then allowed to wallow — like too many other of Apple’s efforts (*cough* iPadOS *cough*), Siri has become not just a joke, but one that keeps on giving. Some say it has improved. I’ll agree with that to a point but that depends on the day.

Siri has never fulfilled Apple’s bold promises with any consistent value beyond setting a timer or adding a reminder. Even that fails enough of the time to earn users’ distrust and provide late night comedians with jokes so easy to make that the shrewder jokesters have moved on.
The debate following this recent Apple announcement in pundit circles seems to be on whether or not Apple should jettison Siri and start from scratch. I’m sure that debate has gone round and round in the circular halls of the Apple campus. I doubt that happens, given that the marketing mavens in Cupertino seem to be erratically driving the bus these days. There’s been a huge investment in Siri branding, problematic as it has always been. Unfortunately salvaging a brand is also expensive.
Apple’s Long Game Mindset Might Just Be Short Sighted
The success of the iPhone has given Apple the benefit of playing a long game, plotting product and growth strategy with a large enough cushion to weather the occasional storm. It’s certainly easier to sail through rough seas in a large ship, but the bigger the boat, the more maintenance is required to keep the hull from rusting and the engines running smoothly. The nuts and bolts matter.
Artificial Intelligence, regardless of what company is pushing it, is nuts and bolts, bits and bytes, ones and zeros. Everyone scanning the horizon thinks this is the future we’re sailing towards, full steam ahead. But nothing that’s been released or demonstrated yet has really proven that anyone can chart a correct course. The current moment resembles that scene in Jaws when all the ships set out in an armada to chase a bounty, not knowing really what they’re up against.

Don’t get me wrong. I think Artificial Intelligence may indeed prove useful. Someday. On an enterprise level. I’m just not so sure if it will ever be as big a deal on the consumer front as the marketers want us to believe it is or will be.
I also doubt Apple Intelligence will end up being another Butterfly Keyboard, MobileMe, or Siri, but at the moment there’s as good a shot of it joining the ranks of those jokes in Apple lore as there is for it becoming a success, much less useful.
Ian Betteridge in this piece, lays out what I think the AI true believer vision is in this excerpt:
But AI presents a fundamentally different challenge. This isn’t merely a new product category to be perfected – it’s a paradigm shift in how humans interact with technology. Unlike hardware innovations where Apple could polish existing concepts, AI is redefining the entire computing experience, from point-click or touch-tap to conversations. The interface layer between humans and devices is transforming in ways that might render Apple’s traditional advantages increasingly irrelevant.
He also captures the key context that reveals the tension between the long and short game as Apple has historically played it in this excerpt from earlier in that post:
Apple has long been characterised as a “fast follower” rather than a pioneering innovator. It wasn’t the first to make an MP3 player, smartphone, or even a personal computer. This strategy served Apple brilliantly in the past – observing others’ mistakes, then delivering exquisitely refined products with unmatched attention to design, usability, and integration. The first iPhone wasn’t novel in concept, but revolutionary in execution because it had a unique interface: multitouch. In fact, I would argue this was the last time Apple’s user interfaces went in a bold direction.
What is obvious in this frenzied sea of Artificial Intelligence is that Apple did a quick course correction and tried to “fast follow” before the mistakes of others could be identified well enough to refine and/or correct the way Apple has historically been successful in the past. In the case of Siri, the fact that Apple has let it languish for so long more than hints that it just doesn’t see enough value in the voice assistant proposition.
Were those bad moves? Who can really say at present. It is true that Apple had to react. OpenAI’s release of ChatGPT upset a lot of apple carts and not just those in Cupertino. But Apple’s quick course correction, coupled with a less than enthusiastic response in the same year of its other attempt at a computer interaction paradigm shift–spatial computing with the Vision Pro–has cut down the chances for any short term smooth sailing.
Some are positioning this moment Apple has created for itself as a necessary gamble Apple had to make. Here’s an excerpt from Jason Snell at Six Colors:
And if you asked those same Apple executives if they were aware that the cost of underdelivering those features in the spring of 2025 would be getting beaten up in the press a little bit for delaying features, perhaps even back to iOS 19? I’m pretty sure they’d say that a little bit of negative press today, when the world isn’t really paying that close attention to Apple and AI, would totally be worth it.
That may indeed be true in and of itself. I have no way of knowing. What I do know is that this gamble might have had better odds if Siri, prior to all of this, hadn’t been such a historical and neglected mess for far too long.
Security and Privacy
This delay announcement has also opened wider the door for criticism that might shatter another of Apple’s tent pole marketing strengths: security and privacy. Here’s a post from Simon Willison, who has a hunch that the delay might be related to those issues. It’s also worth taking a look at Willison’s earlier post on prompt injection. John Gruber of Daring Fireball takes Willison’s point further in this post. Here’s the key excerpt:
Prompt injection seems to be a problem that LLM providers can mitigate, but cannot completely solve. They can tighten the lid, but they can’t completely seal it. But with your private information, the lid needs to be provably sealed — an airtight seal, not a “well, don’t turn it upside down or shake it” seal. So a pessimistic way to look at this personalized Siri imbroglio is that Apple cannot afford to get this wrong, but the nature of LLMs’ susceptibility to prompt injection might mean it’s impossible to ever get right. And if it is possible, it will require groundbreaking achievements. It’s not enough for Apple to “catch up”. They have to solve a vexing problem — as yet unsolved by OpenAI, Google, or any other leading AI lab — to deliver what they’ve already promised.
‘Ay there’s the rub,” as Hamlet would say. No one has those solutions, yet it’s full speed ahead as the selling and hype continues. There may be a dream in there somewhere, but as for now, whether sleeping, sleepwalking, or blindly chasing bounties, all the consumer is left with at the moment is “stay tuned.”
For better or worse, we are not going to return to our regularly scheduled programming.
(I note that I was putting the final touches on this piece Bloomberg is reporting that Apple plans the biggest user interface design overhaul in quite some time with this year’s new operating system releases that will be unveiled at WWDC. Apple is under pressure from not only this Apple Intelligence, but other issues that concern developers as well. Shiny distractions generally win when it comes to taking the heat off of failures and problems.)
You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.

With trade wars now needlessly underway most of the big news ahead this week will be in the financial markets. John Lanchester has an excellent piece with excellent context about finance and what he calls “its grotesquely outsize role in the way we live now” in
Let me rephrase that slightly, if you’re hesitant or resistant to AI taking over your tech there are no good options these days. Whether it be mobile devices, laptops, or desktop rigs, the makers of the major operating systems have all jumped on the Artificial Intelligence band wagon and are doing really poor Harold Hill impersonations trying to sell us on it.
Sure there are different flavors, but they’ve become or are becoming intrusively the default. We all know where this appears to be heading. Computing devices without AI will be the flip phones of tomorrow, If they are even available.
Apple has turned on Apple Intelligence by default, (even though it is still in beta).
Microsoft is forcing Copilot into Office 365 and its operating system and charging you more for it, wanted or not. (There are
Hearts can be ugly things, yet they draw our poets, songwriters, and story tellers like moths to a flame. NatashaMH flutters around the heat in 







In my use, Apple Intelligence so far is nothing more than a curiosity. On the one hand, advertised as the next big thing, on the other still labeled a beta. Yes, it’s well known Apple is playing catch up, but given how fast anything in the AI market evolves (or doesn’t), I’m not sure there will ever be a race with a destination, much less a finish line. That’s not just true for Apple, but for all the players in this game.




This might work for some, but it is a marginal and almost negligible benefit to me as my handwriting is so awful. That said, searching notes that include my handwriting has yielded surprisingly good results even with my lousy handwriting.


