Apple's removal of recent TV ads revolving around Apple Intelligence and Siri offer a worrying omen for the current state of the upcoming tech upgrade, as it has reportedly been delayed 'indefinitely'.
Apple Intelligence, which is the tech giant's own umbrella of AI software features, has been Apple's main selling point for almost a year now, with almost every new release pushed heavily alongside new artificial intelligence tools.
Many have welcomed this push if not only for the fact that system memory has increased across the baseline of all new Apple products like the Mac Mini and new Macbook Air - but one of the most anticipated features might still be a long way off.
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Generative AI emojis, message summaries, and text suggestions have been some of the flagship tools already pushed as part of the Apple Intelligence lineup, but many users have been most looking forward to the ChatGPT-like Siri upgrade, which as per TweakTown, seems to have been indefinitely delayed.
This comes from reports by Apple insider Mark Gurman via Bloomberg, as he has pointed out the removal of associated TV ads as a sign to not expect the Siri upgrade any time soon.
These ads, featuring Game of Thrones and The Last of Us star Bella Ramsay, see Siri being used in a conversational and contextual way, which is far more than you'd currently be able to get out of the assistant in it's current state.
Additional 'guided tours' from Apple show Siri's ability to recall photos through descriptions, and search your messages via specific requests - and most of these are somewhat complex requests are available through Siri's new AI-powered upgrades.
CEO Tim Cook has even gushed about how much he's loving using Siri after the upgrade, leaving many to wonder how much he used it prior, but you'll likely have to wait until next year at the earliest to use it yourself, despite it being heavily advertised for the iPhone 16 launch.
It's currently targeting iOS 19 as a launch, but Gurman has also indicated that this could be pushed further back until iOS 20, which would be around 2027. This is quite a staggering delay for a feature that was supposed to be ready for last year, and who knows where AI tech will be at that point considering the rapid advances in the field.
Apple software chief Craig Federighi has voiced 'strong concerns', according to Gurman, that the features within Siri's AI upgrade either didn't work properly or weren't exactly as advertised - something that they've already hit roadblocks with in the AI summaries.
It has even reached the point where some within the company think that features could be scrapped altogether, forcing a complete rebuild from the ground up which would certainly indicate why the delay is now as long as it appears to be.