Tim Cook Reassures on New Siri with Apple Intelligence: “We’re Making Progress”

During the usual conference call with investors to present the financial results for the second quarter of fiscal 2025, Tim Cook is back to talking about Apple Intelligence and, in particular, of expectations advanced features of AI-powered Siri , originally announced at WWDC 2024.

Apple's CEO has openly acknowledged the delays, explaining that the company needs more time to meet its quality standards, but he also wanted to reassure users and analysts about the status of the work.

“We need more time to complete the development of these features to meet our high quality standards. But we are making progress and can’t wait to get them to users,” Cook said.

The new Siri capabilities, promoted as part of the Apple Intelligence strategy, were supposed to be released with an iOS 18 update. However, Apple had already made official a postponement at the beginning of 2025 due to longer than expected development times. According to the latest indications, the launch has reportedly been moved to iOS 19 , although it is not yet clear whether the new features will be available in the first release or whether they will be postponed to a later update.

According to some internal sources, the launch could be postponed until 2026, which confirms the ambition and complexity of the project Apple is working on.

Meanwhile, in a sign of a change of pace, the company has made an internal reshuffle in the leadership of the Siri team. John Giannandrea, who has long led the AI ​​initiatives, has been relieved of the project, while the baton has been passed to Mike Rockwell, the manager responsible for the development of Vision Pro, Apple's AR/VR headset.

This move suggests that Apple wants to strengthen the synergy between artificial intelligence and immersive interfaces , preparing for a new generation of voice assistance that will go far beyond the traditional use of Siri.

The Apple Intelligence project, on the other hand, is destined to become one of the pillars of the software strategy for the coming years, especially considering the growing competitive pressure from Google, OpenAI, Microsoft and Samsung, already much further ahead in the race for generative AI.