Analyst Advises Tim Cook to Embrace Steve Jobs’ Crisis Management Tactics for Siri’s Performance Issues, Citing Risks to iPhone Sales

Apple recently faced criticism due to the postponement of its highly anticipated Siri Apple Intelligence features, now set for release next year. Initially expected to debut with iOS 18.4 this year, the rollout was pushed to May but has since undergone another delay. This has left many in the tech industry disappointed and questioning the company’s trajectory.

Importance of Transparency: Analyst Urges Tim Cook to Take Action

Renowned analyst Ming-Chi Kuo has weighed in on the situation, criticizing Apple for announcing the Siri delay via a press release rather than directly addressing users. On multiple occasions, Kuo has noted Apple’s awareness of the “underwhelming performance” of its AI features and the potential ramifications this could have on sales. He highlighted that Apple has alerted suppliers to be ready for a cautious forecast in iPhone shipments, likely resulting from the lack of certain AI functionalities.

In addition to the Siri delays, there are indications that other major AI enhancements in iOS 19 have also been postponed, further illustrating Apple’s struggles in the competitive AI landscape. The company has found itself bogged down with issues stemming from prior iOS versions, particularly iOS 18, which has hindered the development of new features.

Learning from History: Providing Assurance during Crises

Kuo reminded industry observers of the infamous “Antennagate” situation surrounding the iPhone 4’s launch in 2010, when former CEO Steve Jobs proactively addressed customer concerns. Jobs personally responded to emails and conducted press conferences to reassure customers regarding signal issues. Kuo believes that Tim Cook should adopt a similar approach to restore user confidence amid the current Siri delay saga.

I think the worst part is that when it came time to admit that Apple Intelligence (Siri) development wasn’t going as planned, Apple chose to break the news to the world through an unofficial channel. This is how the world’s most valuable company handles a PR crisis.

What should Apple have done? The way Steve Jobs personally addressed the iPhone 4 Antennagate PR crisis back in the day provides a great example.

Kuo also expressed understanding regarding the challenges of developing AI services, noting that Apple’s decision to announce Apple Intelligence prematurely may have stemmed from pressure from board members and shareholders. Nevertheless, he argues that the recent delays necessitate a transparent response from Apple to maintain its relationship with users. For more updates on this developing situation, stay tuned as we continue to monitor the news.

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