Apple’s Position in the AI Landscape: Challenges Ahead
As of 2025, Apple remains a powerhouse in the tech world, retaining its status as the most valuable brand. However, the company is grappling with significant challenges in the artificial intelligence (AI) sector, finding itself behind competitors like Google and OpenAI. The internal consequences of this lag appear to be more pressing than any external ramifications.
Concerns Over Siri’s Performance in Upcoming iOS Update
According to a recent report by Bloomberg’s Mark Gurman, users testing the forthcoming iOS 26.4 update have shared their apprehensions regarding the performance of an upgraded Siri interface. Though the specifics of these concerns remain undisclosed, the feedback indicates that the development may not be on track.
Timeline for Improvements
With the release of iOS 26.4 expected in about six months, Apple has time to address these issues, yet it is noteworthy that it has been over a year since the announcement of an enhanced Siri. This new iteration was touted to feature advancements such as personal context and improved on-screen interactions—capabilities that Siri desperately needs to compete.
Heavy Reliance on ChatGPT and Competitive Pressures
In the interim, Apple has relied on OpenAI’s ChatGPT technology to shoulder certain AI functionalities. Adding a twist to the narrative, Elon Musk has publicly commented on these developments. Speculation around a re-engineered Siri boasting ChatGPT-like features has circulated, although expectations have largely been met with delays, particularly since no major updates were revealed at this year’s WWDC, where iOS 26 debuted.
Comparative AI Performance
Apple’s proprietary AI models have not only struggled but have been overshadowed by their competitors. The upcoming iOS 26.4 update is anticipated to introduce a refined Siri come Spring 2026, a timeline that is putting additional pressure on the tech giant.
Potential Collaborations and External Solutions
As Apple faces criticism from Google regarding its AI shortcomings, insider reports suggest the company may seek to integrate Gemini AI into the revamped Siri. Moreover, it is also evaluating solutions from external partners, including OpenAI and Anthropic, to enhance its voice assistant capabilities.
Internal Changes Impacting AI Development
Apple’s struggle in the AI sector is compounded by recent high-profile departures, including that of Ke Yang, who left Apple just weeks after being appointed to lead its ambitious chatbot-like AI initiative. As the former head of the Answers, Knowledge, and Information (AKI) team, his exit raises concerns about the direction and continuity of Apple’s AI projects.
Impact on iPhone Sales and Future Prospects
Despite these challenges, Gurman notes that Apple’s performance in the iPhone 17 sales remains steady for the time being. Furthermore, the company is expected to boost production across the iPhone 17 series, including regular, Pro, and Pro Max models. As the company prepares for its Q4 2025 earnings call at the end of the month, more insight into its future strategies may be revealed.
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