Apple Unveils Enhanced Siri Features This Fall

Apple is poised to launch its advanced, user-focused Siri capabilities before the 2025 holiday season, as reported by The New York Times. Citing three informed sources, the outlet noted that the updated virtual assistant, expected this fall, will enable tasks like editing and sending photos upon request—features initially planned for iOS 18.

This marks the earliest projected timeline for the rollout. In March, Apple spokesperson Jacqueline Roy told Daring Fireball that the company anticipates introducing its enhanced Siri features “within the next year.” However, Bloomberg’s Mark Gurman indicated that Apple’s AI team believes a fully conversational, modernized Siri may not arrive until 2027 at the earliest, citing ongoing development challenges.

Delays were partly attributed to internal leadership struggles. According to Bloomberg, John Giannandrea, Apple’s former AI and Siri lead, was replaced in March after CEO Tim Cook questioned his effectiveness. Meanwhile, The Information reported tensions between senior director Robby Walker and software executive Sebastien Marineau-Mes over leadership of Siri’s overhaul. Several ex-employees from Apple’s AI and machine learning team criticized Walker to the outlet, describing him as overly cautious and noting that engineers internally referred to the group as “AIMLess.”

The New York Times also highlighted earlier setbacks in 2023, when Apple’s finance chief, Luca Maestri, reportedly slashed CEO Tim Cook’s request to double the AI chip budget. Maestri instead pushed the team to optimize their existing 50,000 chips—most over five years old—rather than securing the hundreds of thousands acquired by rivals like Microsoft, Amazon, Google, and Meta, according to sources familiar with the decision.