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Apple is making big changes to how it manages Siri, its voice assistant. The company recently put a new person in charge, someone who helped create the Vision Pro, a high-tech headset. This shake-up comes as Apple struggles to roll out its new “Apple Intelligence” features, which were meant to make Siri smarter and more helpful.

Back in June 2024, Apple announced plans to upgrade Siri with advanced abilities, like better understanding of conversations and integration with apps. These improvements were tied to Apple Intelligence, a system designed to bring more artificial intelligence into iPhones, iPads, and Macs. But things haven’t gone smoothly. The rollout has been slower than expected, and some features are still missing or not working as hoped. This has left many users and fans disappointed.

The new leader stepping in is a familiar face at Apple. He played a key role in building the Vision Pro, a device that mixes virtual and real worlds. Now, his job is to fix Siri and get Apple Intelligence back on track. Insiders say he’s known for solving tough problems and pushing teams to think creatively. Apple hopes his skills will help turn things around.

For now, Apple is testing parts of Apple Intelligence with a small group of users. The company wants to make sure everything works well before releasing it to everyone. Some reports suggest the full launch might not happen until later in 2025 or even 2026. That’s a delay from what Apple originally promised, and it’s caused frustration among people eager for a smarter Siri.

This leadership switch shows Apple is serious about fixing the issues. Siri has lagged behind competitors like Google Assistant and Amazon’s Alexa in recent years, and Apple knows it needs to catch up. With a fresh face leading the charge, the company is betting on a turnaround. Fans are now waiting to see if these changes will finally make Siri the helpful assistant they’ve been hoping for.

Apple’s decision to hold off on releasing new Siri features has sparked some tough headlines lately. It even led to a big team meeting where one boss called the situation “messy and awkward.” But here’s the thing—waiting might have kept Apple out of an even bigger problem.

New Siri Features Weren’t Ready Yet

Pushing back iOS updates doesn’t look good, especially when the news paints it in a harsh light. But what’s way worse? Releasing key features that flop. According to notes leaked from that meeting, that’s exactly what Apple dodged with Siri.

Mark Gurman shared that an exec, Walker, explained the delay happened because the new tech wasn’t up to par. It worked decently only about two-thirds to 80% of the time. He said they’d rather keep improving it so people could actually trust it. Features that only work some of the time? That’s a no-go for Apple. Even 80% isn’t solid enough. Can you imagine them sending out something that shaky? I sure can’t.

Why Siri’s Delay Was a Smart Move

These Siri upgrades weren’t small tweaks—they were a big deal. Apple hyped them up last June, promising a smarter assistant that knows your texts, schedule, and more. If they’d rolled out nearly a year later and still messed up, it’d be a bad look. Worse, though, these features are meant to handle important stuff. If they failed even a little, it could cause real headaches.

Take this example from John Gruber: Imagine asking Siri when your mom’s flight lands. It says, “4:30, on time,” so you head to the airport. But if it’s wrong and she lands at 7:30—or worse, 1:30—you’re either waiting forever or leaving her stranded. That’s the kind of trust Siri’s supposed to earn. If it shipped half-ready, it’d be a disaster for Apple.

There’s an old saying from Nintendo’s Shigeru Miyamoto: “A late game can turn out great, but a rushed one stays bad forever.” Games and phone updates aren’t identical, and some debate if he even said it. Still, it fits here. A delayed Siri could end up awesome. A rushed one? That’d hurt Apple and us for good.