For the past few months, Apple has found itself entangled in a complex legal situation of its own making. When the tech giant released the iPhone 16 in September 2024, it promised customers a suite of innovative “Apple Intelligence” features, which were to be rolled out later that year and in the months following. Central to this promise was an AI-powered version of Siri, a large language model (LLM) upgrade to Siri’s outdated algorithm, which the company claimed could autonomously complete “mundane tasks” for users.
However, the anticipated AI overhaul for Siri never materialized. Instead, Apple shareholders and customers have filed a series of lawsuits against the company, accusing it of misleading the public about the high-tech changes promised to those who purchased the new phone, which retailed for $799 at the time. Since the iPhone 16’s release, Apple has repeatedly postponed the update, most recently announcing in early June that Siri’s new capabilities would be delayed until at least 2026 to avoid further disappointing customers.
Apple’s AI Dilemma and Potential Partnerships
Not even a month after the delay announcement, Bloomberg reported that Apple is considering abandoning its in-house development efforts. Instead, the company is reportedly in talks with AI firms OpenAI and Anthropic to use their technology to power Siri, effectively retracting promises made over the past nine months. Anonymous sources indicated that Apple has asked both companies to train versions of their LLMs to run on Apple’s cloud platform, likely for testing before mass adoption. Among the contenders, Anthropic’s Claude is reportedly favored by Siri chief Mike Rockwell and his team, as it aligns best with Apple’s vision.
While Apple has not officially decided on a partner, opting for a third-party AI solution would be perceived by investors and customers as a significant setback for one of the world’s leading tech companies, struggling to keep pace with its competitors.
Industry Context and Apple’s Strategic Shift
This development comes amid increasing pressure from years of unchecked AI hype. In February, Apple announced plans to invest $500 billion in tech manufacturing in the United States over the next four years, including a 250,000 square foot server-building facility in Houston and an engineering academy in Detroit. These investments signal a shift towards infrastructure and education, potentially indicating a strategic pivot away from cutting-edge AI development.
Coincidentally, around the time Apple announced the delay of Siri’s upgrade to 2026, its Machine Learning Research lab released a white paper criticizing the broader AI industry’s tendency to overhype the capabilities of leading AI models. This included skepticism towards OpenAI’s claims that its chatbots can “reason,” a point frequently used by OpenAI CEO Sam Altman to attract users.
“Apple’s moves make it the largest tech company to start second-guessing the red-hot AI hype that we’ve seen so far.”
Implications and Future Outlook
Apple’s reconsideration of its AI strategy may serve as a bellwether for other tech companies, potentially leading to a broader industry reevaluation of AI capabilities and promises. Whether this move signals a trend towards more cautious AI development or remains an isolated case is yet to be determined. The tech world will be closely watching Apple’s next steps, as they could have significant implications for the future of AI integration in consumer technology.
As Apple navigates these challenges, the outcome of its potential partnerships with OpenAI or Anthropic could redefine its approach to AI and impact its reputation as a leader in innovation. The tech community and consumers alike await further developments, eager to see how Apple will reconcile its ambitious promises with the realities of AI technology.