Apple (AAPL) has pushed back key AI upgrades for the Siri voice assistant, saying these enhancements will take “longer than we thought.” They are now expected “in the coming year,” possibly extending into 2026. Meanwhile, rivals such as Alphabet’s (GOOGL) Google and Amazon (AMZN) continue to advance their AI capabilities.
These upgrades, initially unveiled in June 2024, aimed to make Siri smarter and more useful by allowing it to handle more complex tasks. This includes reading on-screen content, like spotting an address in a text and saving it to contacts. Also, it would let Siri search photos or manage tasks inside apps.
Apple’s AI Plans Face Delays
Despite Apple’s efforts to enhance Siri’s capabilities, many long-awaited features are still not ready.
Apple has not shared the exact cause for the delay, but reports say internal tests found bugs and slowdowns. These issues have raised concerns among top leaders. Fixing the issues may mean rebuilding parts of Siri, which could delay the timeline further.
At the same time, Apple is worried about user privacy. So, adding new AI features while keeping data safe is a challenging task for the company.
Rivals Race Ahead with Smarter AI Assistants
While Apple faces delays, Google and Amazon are moving fast with their AI initiatives. For instance, Google’s Gemini AI now powers Samsung’s latest phones, giving users advanced voice help. Similarly, Amazon also launched a new version of Alexa that allows smoother, more human-like chats.
These moves put pressure on Apple to speed up its own AI work. Experts say Apple’s slow progress may hurt iPhone sales, as buyers want smarter tools. Still, the company plans to roll out Siri’s AI in more languages next month, to enhance user experience.
As Google and Amazon push ahead, Apple must act fast to keep up in the fierce AI race.
Is Apple a Buy, Sell, or Hold?
The stock of Apple has a consensus Moderate Buy rating among 33 Wall Street analysts. That rating is based on 18 Buy, 11 Hold, and four Sell recommendations assigned in the last three months. The average AAPL price target of $250.95 implies 4.97% upside from current levels.
