Apple and Siri: The Assistant That Missed the Mark 🤖❌

Cliquez ici pour lire en français

When Apple first introduced Siri in 2011, it felt like a glimpse into the future. A voice assistant that could manage your life with simple voice commands? The possibilities seemed endless. Fast forward to 2025: Siri still exists… but feels like it’s stuck in 2015.

So what happened? Why did Siri fall so far behind? And more importantly, how did Apple miss the generative AI train while the rest of the industry moved full speed ahead? Recent reports shed light on what really went wrong behind the scenes.

Faked Demos from Day One 🧩

According to insiders quoted by The Information, Siri’s original public demo wasn’t entirely real. Several features were incomplete at the time, and the presentation was designed to impress—even if it didn’t reflect actual capabilities.

That illusion of progress set Siri on shaky ground. In the real world, users quickly noticed its limitations: weak contextual understanding, rigid responses, and painfully slow improvements compared to rivals like Google Assistant and Alexa.

Internal turf wars held Siri back🥊

But there’s more. Siri’s team has long been plagued by internal conflicts. Disagreements between engineers, product leads, and execs stalled innovation. Even the arrival of John Giannandrea (formerly at Google) in 2018 didn’t solve the deeper issues.

There were tensions between Apple’s AI teams and its hardware divisions, particularly around the assistant’s real role. Should it just handle simple tasks, or evolve into a truly conversational AI? No one seemed to have a clear answer.

Meanwhile, the world moved on to generative AI 🧠

While Siri struggled to catch up, the rest of the tech world dove headfirst into generative AI. ChatGPT, Gemini, Claude, and others pushed the boundaries of human-AI interaction—while Siri still sends you to Safari for answers.

And Apple isn’t lacking resources. It has talent, money, and one of the most powerful ecosystems out there. But without a clear, ambitious vision, it’s falling behind fast.

Can Siri catch up ? 🔮

All hope isn’t lost. Apple is reportedly working on a major Siri revamp, with a stronger focus on AI and possibly generative features coming in iOS 18. This could mark a turning point… but expectations are high.

It’ll take more than a flashy keynote to win users back. Apple needs to show that Siri can actually be useful, responsive, and truly smart in everyday situations.

💬 Are You Still Using Siri?

Millions of people have Siri on their devices—but how many actually use it as a real assistant? What about you—have you stuck with Siri, or already switched to something like ChatGPT or Google Assistant? Let us know in the comments 👇