The author expresses regret for missing the red flags surrounding Apple’s delayed “more personalized Siri” features.  While Apple demonstrated some features of “Apple Intelligence” at WWDC, the more ambitious “personalized Siri” features, which rely on a semantic index and on-screen awareness, were not shown.  The author argues that the lack of demonstration for these features, which were touted in the keynote, should have been a clear sign of their potential delay.

Apple’s recent promotion of personalized Siri features, initially showcased as a concept video and later in a pulled TV commercial, raises concerns about the company’s credibility. Despite promising a 2024 release, Apple has yet to demonstrate these features, leading to speculation about their actual state of development. This lack of transparency and the promotion of potentially unrealistic features damage Apple’s reputation, a stark contrast to the company’s history of delivering on its promises.

Apple’s recent advertising of unfinished AI features, particularly Siri’s ability to access personal context and perform actions within apps, raises questions about decision-making and accountability. The company’s overpromising and lack of transparency, coupled with the failure to demonstrate these features, highlight a potential shift from Apple’s culture of excellence.  This raises concerns about the company’s ability to maintain its position as a leader in AI innovation.

Apple’s decision to have Federighi, not Giannandrea, pitch Siri and Apple Intelligence features at the iPhone 16 event highlights Federighi’s presentation skills.  This raises questions about who will be responsible for future pitches and feature availability promises.