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Leaked Apple meeting shows how dire the Siri situation is

88 points by belter 2y ago

InTheArena 2y ago
This feels like a AI summary of a real article.
djohnston 2y ago
This problem of non-technical product folks over-promising features is going to get much worse in the age of LLMs. The models are incredibly adept at providing a proof-of-concept. But it's often a monumental endeavour to cross the gap between 70% and 90% accurcacy; 90%-95% even more. This long-tail pain isn't new, but the ability for non-technical folks to poke a model on a chat site and then assume their idea is ready to be deployed to production is a more recent phenomenon.
- pgwhalen 2y ago
  I’m getting this sense too, as my own employer is starting to add AI features. The pitches for what is possible are not grounded in what engineers know the system can do, they’re just assumptions about “if we give the LLM these inputs, we’d expect to see these outputs that are accurate enough for meaningful productivity gains.” I’m not an AI skeptic, but it’ll be interesting to see how we manage the uncertainty in these projects.
- ChrisMarshallNY 2y ago
  > The models are incredibly adept at providing a proof-of-concept. But it's often a monumental endeavour to cross the gap That's not just with LLMs. This has been an Achille's heel of demos for decades. It's usually quite easy to make a demo of something sexy, but making it ship, is a very, very different thing. This is made exponentially worse, by managers thinking that the demo means "we're almost ready," and even by the engineers, themselves, who are often not experienced enough to understand that demo != ship. Also, it has been my experience, that researchers that come up with amazing ideas, have absolutely no appreciation for what it takes to turn their ideas into ship product. Since Apple is all about ship product, they have to bridge that gulf. They are trying to commoditize something that is mostly buzz and raw research, right now. I'm really pretty jaded about ML and LLMs in general, right now. I feel as if a whole bunch of really sexy demos were released, creating a huge level of buzz, but that the shipping product is still a ways off.
  - elicksaur 2y ago
    I don’t disagree. I do think there will be a tendency to say, “We can do X using AI.” When X can happen, but it isn’t guaranteed to happen by the system. Here, it doesn’t sound like the features promised were truly demo-able, and when they were they were “not working properly up to a third of the time”. Having a random CRUD MVP that is 2/3rds done is different than having a SOTA LLM implementation only being 2/3rds reliable. It is a vastly different problem to get from there to the finish line. But I think marketing types would be equally likely to make promises in both scenarios.
- KevinMS 2y ago
  > But it's often a monumental endeavour to cross the gap between 70% and 90% accurcacy; 90%-95% even more. That sounds exactly what we went through in the late 90's with voice recognition (remember dragon naturally speaking and via voice?).
gscott 2y ago
It seems there should be two intelligent agents Siri which takes commands and does them and then some other agent that is an llm that you can call up with a different call name. By separating the two you solve all the problems.
- AlexandrB 2y ago
  But that doesn't match the marketing vision of the product and brand identity. /s
resoluteteeth 2y ago
I have an android phone and switching google assistant to gemini made it worse for the fairly basic things I actually use google assistant for, like setting reminders, so I switched it back. Are people really clamoring for AI in the voice assistant on their phone?
- pram 2y ago
  My Nest can still only get “ok google turn on the light” the second time I say it. Good shit!
  - replyifuagree 2y ago
    This is why I still haven't pulled the trigger on home automation stuff. Bad enough keeping my laptop functioning, don't want that experience extending to the rest of my life!
- juujian 2y ago
  Yup, had to stop using it, next step was to get rid of Gemini altogether. It's so weird to claim you give people an advanced AI when actually you are removing a whole bunch of features.
- jsheard 2y ago
  > so I switched it back. Google has helpfully decided that you don't actually want to do that: https://blog.google/products/gemini/google-assistant-gemini-mobile/ https://blog.google/products/gemini/google-assistant-gemini-... later this year, the classic Google Assistant will no longer be accessible on most mobile devices
  - dismalaf 2y ago
    The Gemini based assistant has been getting better... It was weird to see the massive step backwards though.
- wongarsu 2y ago
  Using a fully-fledged flagship model as a personal assistant actually works pretty well. You don't need a task app, just tell the AI to remember and remind you. Granted, now you have to inject prompts to work around context limitations, allow the AI to schedule wake ups for itself or allow it to send notifications, etc. But those are issues with straight forward solutions. The issue is that for now those models are incredibly expensive and resource intensive to run. And a quantized 3.25B model like Gemini Nano just can't perform the same.
crooked-v 2y ago
The basic problem here for Apple is that LLMs will never actually be able to avoid prompt injection issues, and the entire "personal awareness" set of functionality they're trying to make uses LLMs. Unless somebody at Apple invents a new state of the art, it's not going to happen. With that said, I'm surprised they haven't yet at least replaced the 'dumb' Siri commands with something that's effectively an LLM translation layer for an internal API. That would get significantly better experience (even a dumb LLM is way better at understanding natural language directions than Siri) with no 'personal awareness' stuff needed.
- deleted 2y ago
  [deleted]
- krackers 2y ago
  All Apple needs to do is allow 3rd party apps to integrate with Siri, then use an LLM as a way to convert natural language into the set of allowed API calls. Basically similar what chatGPT does with function calling. And on osx, they should have already had a head start due to applescript integration everywhere in most apps. I have no idea why they're trying to reinvent the wheel with "Shortcuts" which is severely limited. They already have everything waiting there for their taking, and they're squandering it for no reason. Siri on osx should have been built on top of AppleScript from the get-go, then the switch to LLM would have been easy. For that matter, I wonder why on osx I haven't seen any 3rd party apps be a siri replacement using applescript to drive applications directly. So much effort is spent on screen scraping and trying to get "agents" to use computers like humans do, but for decades osx has already had a parallel set of APIs built into every application specifically for machine consumption. And most good 3rd party apps even make use of it.
  - justonceokay 2y ago
    What you are describing is definitely how Alexa used to work, no idea about now. My only point being that I’m sure this has been thought of before
  - tsujamin 2y ago
    They already have a compostable automation api with 3rd party integrations: Shortcuts! It’s not perfect, but surely you could natural language -> llm -> temporary shortcut script and that gets you a decent part of the way to a smarter Siri
peatmoss 2y ago
I upgraded to an iPhone 16 in part because I was interested in the AI augments to iOS. My assumption was that Apple was likely to do something tasteful, and probably not nuclear-level bad in terms of privacy. I've since disabled everything AI. My feeling is that my phone is much snappier without. Text summary features are pretty bad—in one case a summary of a text thread led me to believe my dad was having an acute health crisis when in fact it was a fairly benign discussion of news from doctors. Even custom emoji, which could have been fun, are simply bad. Meanwhile some basic iOS features like "mute all notifications from this particular text thread" have been broken for me for several months.
- karlgkk 2y ago
  Their ai summary really eats shit when it comes to slang heavy, short messages. It’d be genuinely useful if it kicked on in threads with high amounts of unread messages
jrockway 2y ago
I only want one feature from Siri. When I say "hey Siri, set a timer for 10 minutes" while in my kitchen, I'd like it show up as a live activity on my phone. (You can see it in your phone, but it's buried deeply inside the Home app, which is dumb.) I use a Mac at work, have an Apple Watch and iPhone, and have yet to use any AI features. I just don't need them. I'm overjoyed when I add a meeting in Calendar and it shows up when I tap the date on my watch. I don't need artificial intelligence when the software is well designed and actually works!
- replyifuagree 2y ago
  yeah, adding "AI" to something like that really means add in random nonsensical failures
harrall 2y ago
I know Apple has been known to wait until a technology was very mature before putting it into a product, sometimes years after competitors had already done so. But Apple Intelligence seems like the complete opposite… like they had to have something now.
- dehrmann 2y ago
  It's not even to the level of Apple Intelligence. If I tell Siri to set a timer for 5 minutes, it goes off, and I say "Hey Siri, stop alarm," it stops my daily wake-up alarm, not the timer. It feels like Siri hasn't gotten any better in the past decade.
  - replyifuagree 2y ago
    It is almost like Apple has an operations guy at the helm who doesn't understand software at all!
- EPWN3D 2y ago
  The same year the tech industry got taken by storm by LLMs, Apple announced a brutally expensive, niche VR/AR headset with no particular use case. That product was essentially DOA. I think this is the first time in decades where Apple took a step from their back foot. The Vision Pro announcement during the initial hype cycle of ChatGPT made it look like they were just totally out of step with the industry. It was a dud product that cost billions in R&D, the market for it was unclear, and the industry zeitgeist (and talent) was going in a totally different direction. So their response was to rush something out the door to avoid looking like they were caught flat-footed. Now it's abundantly obvious they were unprepared for AI, they've failed to ship features they promised, and they have to commit resources to support an additional platform that no one cares about because they did ship that one. Worst of all worlds. Had they slept on the Vision Pro, I'm pretty convinced they could have credibly kept their powder dry on LLMs, like they've done with many industry hype cycles in the last. People would've assumed they were doing the Apple thing of not being first to ship something, but the first to ship compelling.
  - 2y ago
walterbell 2y ago
https://archive.is/hj3Om https://archive.is/hj3Om > Apple’s product marketing organization, marketing communications, software engineering team and AI organization are all culpable.. Given the nature of this collective failure, it’s unlikely to result in management changes on Cook’s executive team.. the whole mess is likely to come to a head this week at Apple’s annual Top 100 offsite. A March tradition since the days of Steve Jobs, this is a meeting of the company’s 100 most important executives. Since no one was responsible for this collective failure, can a single leader be given responsibility for future Siri success? Management is about persuading people to do things they do not want to do, while leadership is about inspiring people to do things they never thought they could. —Steve Jobs
danaris 2y ago
Jon Gruber's latest long post[0] comments on the oddity that this is only coming from Gurman, with zero other sources able to corroborate it. Personally, I am ambivalent: I hope that Apple is taking the situation at least as seriously as it seems to be in the apparent leak, and I hope that they do indeed have some of this stuff working in a partial, demo-able fashion. [0] https://daringfireball.net/2025/03/a_postscript_on_the_singular_nature_of_mark_gurmans_reporting https://daringfireball.net/2025/03/a_postscript_on_the_singu...
_2d30 2y ago
The most interesting question arising from this is the meta-question: who leaked this meeting and why?
- walterbell 2y ago
  And how, given Apple's Severance-grade secrecy?
softwaredoug 2y ago
It’s one thing to chat with an LLM about information/knowledge. It’s another completely as a user to understand which actions it can take on your behalf. That seems like the disconnect. What would be nice if an LLM could just exist to tell me what Siri is capable of. As I usually blindly stumble into its capabilities.
binarymax 2y ago
The personal context issue could have been solved long before LLMs appeared. My foil for this has always been the simple request from Siri: "Take me home". Apple and my device know where I live. I have even registered "home" in Apple maps. This is not a huge leap, and this is not even something that requires an LLM. But it does force the featureset and capability to be better. This was a problem in 2015. 10 years later I still can't make this simple request. I don't know why Apple just froze Siri and put it on life support. They could have been doing far better in this space.
- xmddmx 2y ago
  FYI, I find that "navigate home" works, if you want to get home. (I agree with your complaint however that Siri is brain dead much of the time)
  - binarymax 2y ago
    I just tried this, thinking that I was "holding it wrong" and no - it still doesn't work. It says it doesn't know where I live.
- cblum 2y ago
  On a related note, I don’t know how Apple has managed to mess up so badly the idea of storing your own information like address, phone number, etc. Every time I’ve moved, for months afterwards I keep having to fix my address when using Apple Pay or setting directions to home, etc. because it seems like they keep multiple copies of that information all over the place, instead of referring to a single piece of information. Places I can think of where I’ve had to update my address one by one: each credit card I have associated with Apple Pay; Maps; my own contact that I can share with others; subscription information; shipping address for Apple Pay. I get it that some people use separate billing and shipping addresses, but for the vast majority of people the use case is “I have a single home address where I want to direct Maps to, be billed at, and ship stuff to, please update it all at once when I update my address.”
  - seec 2y ago
ChrisArchitect 2y ago
Actual article: https://www.bloomberg.com/news/articles/2025-03-14/apple-s-siri-chief-calls-ai-delays-ugly-and-embarrassing-promises-fixes https://www.bloomberg.com/news/articles/2025-03-14/apple-s-s... (https://news.ycombinator.com/item?id=43365517 https://news.ycombinator.com/item?id=43365517)
throway456aef 2y ago
Been nerd raging here on HN since October cause compared to the same chatGPT app on my iPhone Siri sucks! As a nerd who talks to chatGPT for past year or more while driving to get things done & use it as a knowledge base.. I've been like oh awesome Siri will do just as GPT does once Apple intelligence is released ..oh ok not until a future update ..oh wait now not at all lol
- throway456aef 2y ago
  Further been expressing my desire for a GPT phone where on the Lock Screen u visually see your AI assistant or agent and it sees you. Basically a H.E.R. Phone that does everything for you and interacts with AI agents (businesses, friends, families, etc) to get things done for you via chat, text, hand, facial gestures... basically a human AI in ur phone that does everything for u. No doubt such gets poo-poo(ed) as I think only 25 to 40 percent of phone users use Siri, Alexa, etc. a lot don't use it cause it just hadn't worked well for them to privacy concerns. But innovation and Apple is getting reamed for not being innovative.. not even matching what the chatGPT app offers.
ineedaj0b 2y ago
siri was under performing for years: im a 'heavy' user - it's been terrible. it worked better in 2012 and slowly got worse. it's acceptable in 2025 but not good. the siri division was caught nlp-ing anonymized data and totally sideswiped by llms. they have not transitioned. generally apple finds a Moses (like they did with m1 chips), hires a cracked team to build out but.. the salaries they offer don't touch openai or anthropic and who wants to work with nut that was building out siri initially? the guy is terrible steve would have gutted the siri team. switched to a <100 person team and they'd have something nice 2025, even unique. apple is the team i expected to have deepseek type innovations on limited hardware. instead she wants to search the internet for what my local humidity levels are.
- umeshunni 2y ago
  > who wants to work with nut that was building out siri initially Who are you referring to?
GeekyBear 2y ago
Not shipping something that isn't ready for prime time is hardly "dire". The world can do without learning the merits of putting glue on pizza, visualizing black Nazis, and chat bots that advise users to commit suicide.
vosper 2y ago
Siri today is capable of doing anything I really want it to. If it only it could f*ckin understand me! Whisper (or whatever the ChatGPT app uses) runs rings around. Basically zero errors. For me they just need to fix the goddamn voice recognition performance.
- walterbell 2y ago
  Could a 3rd-party app use Whisper to drive Siri / Shortcuts?
pton_xd 2y ago
Whatever Tesla uses for its voice navigation just works every time. No idea why Siri (and Alexa) still have such poor command recognition by comparison.
jccalhoun 2y ago
I am curious how many people are like me and never use the voice assistants on phones. I have amazon alexa devices and only use it for timers, weather, and controlling lights. I never use my phone's voice assistant. (I'm not even sure how to turn it on)
- walterbell 2y ago
  Enterprise MDM and Apple Configurator can disable voice assistant entirely, which may be needed in some work contexts.
andai 2y ago
Just realized something funny. Current AI is pretty janky, unpredictable, unreliable etc. So, Microsoft actually has an enormous advantage over Apple, when it comes to AI integration. Because their whole OS is already like that!
- Aeolun 2y ago
  > It feels so well integrated into the rest of the system! - Anonymous user
rgovostes 2y ago
My speculation is that the small on-device models are simply not useful enough for practical purposes. The on-device transformer models are described as having 3B parameters[0]. Their own figures from 6 months ago show that humans prefer other models' output 25-40% of the time, which aligns with Gurman's reporting. I don't know how well Apple's A-series chips can handle transformers, but if you play with their on-device diffusion models (Image Playground, Genmoji), you can watch your battery drop before your eyes. And the output of these models is also embarrassingly behind the state of the art. If Apple can make great foundation models for Private Cloud Compute, that's great. But then what's the point of buying a new iPhone for on-device inference capabilities? Secondly, I speculate that allowing a server-side model to query the personal context database is going to be hard to do performantly, requiring several round trips and uploading fragments of the data to the cloud for processing. 0: https://machinelearning.apple.com/research/introducing-apple-foundation-models https://machinelearning.apple.com/research/introducing-apple...
- seec 2y ago
  Apple's approach makes no sense but they don't have a choice because of all the past marketing nonsense. They need to justify their hardware quality/price which is becoming irrelevant because even the cheapest phone work just fine without lags nowadays. AI will be something to be done on servers for the foreseeable future but Apple put itself in a hole with their privacy nonsense. If instead they had truly invested on Macs and allowed their customers to build their own personal cloud, they would have a business case. Instead, they were extremely greedy and tried to double dip with high hardware price and "service" subscriptions (their low storage devices are made just for that). They are going to pay for this short-term thinking, eventually...
ChrisArchitect 2y ago
Related: Something Is Rotten in the State of Cupertino https://news.ycombinator.com/item?id=43348891 https://news.ycombinator.com/item?id=43348891

88 points by belter 2y ago

This feels like a AI summary of a real article.

This problem of non-technical product folks over-promising features is going to get much worse in the age of LLMs. The models are incredibly adept at providing a proof-of-concept. But it's often a monumental endeavour to cross the gap between 70% and 90% accurcacy; 90%-95% even more. This long-tail pain isn't new, but the ability for non-technical folks to poke a model on a chat site and then assume their idea is ready to be deployed to production is a more recent phenomenon.

pgwhalen 2y ago
I’m getting this sense too, as my own employer is starting to add AI features. The pitches for what is possible are not grounded in what engineers know the system can do, they’re just assumptions about “if we give the LLM these inputs, we’d expect to see these outputs that are accurate enough for meaningful productivity gains.” I’m not an AI skeptic, but it’ll be interesting to see how we manage the uncertainty in these projects.
ChrisMarshallNY 2y ago
> The models are incredibly adept at providing a proof-of-concept. But it's often a monumental endeavour to cross the gap That's not just with LLMs. This has been an Achille's heel of demos for decades. It's usually quite easy to make a demo of something sexy, but making it ship, is a very, very different thing. This is made exponentially worse, by managers thinking that the demo means "we're almost ready," and even by the engineers, themselves, who are often not experienced enough to understand that demo != ship. Also, it has been my experience, that researchers that come up with amazing ideas, have absolutely no appreciation for what it takes to turn their ideas into ship product. Since Apple is all about ship product, they have to bridge that gulf. They are trying to commoditize something that is mostly buzz and raw research, right now. I'm really pretty jaded about ML and LLMs in general, right now. I feel as if a whole bunch of really sexy demos were released, creating a huge level of buzz, but that the shipping product is still a ways off.
- elicksaur 2y ago
  I don’t disagree. I do think there will be a tendency to say, “We can do X using AI.” When X can happen, but it isn’t guaranteed to happen by the system. Here, it doesn’t sound like the features promised were truly demo-able, and when they were they were “not working properly up to a third of the time”. Having a random CRUD MVP that is 2/3rds done is different than having a SOTA LLM implementation only being 2/3rds reliable. It is a vastly different problem to get from there to the finish line. But I think marketing types would be equally likely to make promises in both scenarios.
KevinMS 2y ago
> But it's often a monumental endeavour to cross the gap between 70% and 90% accurcacy; 90%-95% even more. That sounds exactly what we went through in the late 90's with voice recognition (remember dragon naturally speaking and via voice?).

gscott 2y ago

It seems there should be two intelligent agents Siri which takes commands and does them and then some other agent that is an llm that you can call up with a different call name. By separating the two you solve all the problems.

AlexandrB 2y ago
But that doesn't match the marketing vision of the product and brand identity. /s

resoluteteeth 2y ago

I have an android phone and switching google assistant to gemini made it worse for the fairly basic things I actually use google assistant for, like setting reminders, so I switched it back. Are people really clamoring for AI in the voice assistant on their phone?

pram 2y ago
My Nest can still only get “ok google turn on the light” the second time I say it. Good shit!
- replyifuagree 2y ago
  This is why I still haven't pulled the trigger on home automation stuff. Bad enough keeping my laptop functioning, don't want that experience extending to the rest of my life!
juujian 2y ago
Yup, had to stop using it, next step was to get rid of Gemini altogether. It's so weird to claim you give people an advanced AI when actually you are removing a whole bunch of features.
jsheard 2y ago
> so I switched it back. Google has helpfully decided that you don't actually want to do that: https://blog.google/products/gemini/google-assistant-gemini-mobile/ https://blog.google/products/gemini/google-assistant-gemini-... later this year, the classic Google Assistant will no longer be accessible on most mobile devices
- dismalaf 2y ago
  The Gemini based assistant has been getting better... It was weird to see the massive step backwards though.
wongarsu 2y ago
Using a fully-fledged flagship model as a personal assistant actually works pretty well. You don't need a task app, just tell the AI to remember and remind you. Granted, now you have to inject prompts to work around context limitations, allow the AI to schedule wake ups for itself or allow it to send notifications, etc. But those are issues with straight forward solutions. The issue is that for now those models are incredibly expensive and resource intensive to run. And a quantized 3.25B model like Gemini Nano just can't perform the same.

crooked-v 2y ago

The basic problem here for Apple is that LLMs will never actually be able to avoid prompt injection issues, and the entire "personal awareness" set of functionality they're trying to make uses LLMs. Unless somebody at Apple invents a new state of the art, it's not going to happen. With that said, I'm surprised they haven't yet at least replaced the 'dumb' Siri commands with something that's effectively an LLM translation layer for an internal API. That would get significantly better experience (even a dumb LLM is way better at understanding natural language directions than Siri) with no 'personal awareness' stuff needed.

deleted 2y ago
[deleted]
krackers 2y ago
All Apple needs to do is allow 3rd party apps to integrate with Siri, then use an LLM as a way to convert natural language into the set of allowed API calls. Basically similar what chatGPT does with function calling. And on osx, they should have already had a head start due to applescript integration everywhere in most apps. I have no idea why they're trying to reinvent the wheel with "Shortcuts" which is severely limited. They already have everything waiting there for their taking, and they're squandering it for no reason. Siri on osx should have been built on top of AppleScript from the get-go, then the switch to LLM would have been easy. For that matter, I wonder why on osx I haven't seen any 3rd party apps be a siri replacement using applescript to drive applications directly. So much effort is spent on screen scraping and trying to get "agents" to use computers like humans do, but for decades osx has already had a parallel set of APIs built into every application specifically for machine consumption. And most good 3rd party apps even make use of it.
- justonceokay 2y ago
  What you are describing is definitely how Alexa used to work, no idea about now. My only point being that I’m sure this has been thought of before
- tsujamin 2y ago
  They already have a compostable automation api with 3rd party integrations: Shortcuts! It’s not perfect, but surely you could natural language -> llm -> temporary shortcut script and that gets you a decent part of the way to a smarter Siri

peatmoss 2y ago

I upgraded to an iPhone 16 in part because I was interested in the AI augments to iOS. My assumption was that Apple was likely to do something tasteful, and probably not nuclear-level bad in terms of privacy. I've since disabled everything AI. My feeling is that my phone is much snappier without. Text summary features are pretty bad—in one case a summary of a text thread led me to believe my dad was having an acute health crisis when in fact it was a fairly benign discussion of news from doctors. Even custom emoji, which could have been fun, are simply bad. Meanwhile some basic iOS features like "mute all notifications from this particular text thread" have been broken for me for several months.

karlgkk 2y ago
Their ai summary really eats shit when it comes to slang heavy, short messages. It’d be genuinely useful if it kicked on in threads with high amounts of unread messages

jrockway 2y ago

I only want one feature from Siri. When I say "hey Siri, set a timer for 10 minutes" while in my kitchen, I'd like it show up as a live activity on my phone. (You can see it in your phone, but it's buried deeply inside the Home app, which is dumb.) I use a Mac at work, have an Apple Watch and iPhone, and have yet to use any AI features. I just don't need them. I'm overjoyed when I add a meeting in Calendar and it shows up when I tap the date on my watch. I don't need artificial intelligence when the software is well designed and actually works!

replyifuagree 2y ago
yeah, adding "AI" to something like that really means add in random nonsensical failures

harrall 2y ago

I know Apple has been known to wait until a technology was very mature before putting it into a product, sometimes years after competitors had already done so. But Apple Intelligence seems like the complete opposite… like they had to have something now.

dehrmann 2y ago
It's not even to the level of Apple Intelligence. If I tell Siri to set a timer for 5 minutes, it goes off, and I say "Hey Siri, stop alarm," it stops my daily wake-up alarm, not the timer. It feels like Siri hasn't gotten any better in the past decade.
- replyifuagree 2y ago
  It is almost like Apple has an operations guy at the helm who doesn't understand software at all!
EPWN3D 2y ago
The same year the tech industry got taken by storm by LLMs, Apple announced a brutally expensive, niche VR/AR headset with no particular use case. That product was essentially DOA. I think this is the first time in decades where Apple took a step from their back foot. The Vision Pro announcement during the initial hype cycle of ChatGPT made it look like they were just totally out of step with the industry. It was a dud product that cost billions in R&D, the market for it was unclear, and the industry zeitgeist (and talent) was going in a totally different direction. So their response was to rush something out the door to avoid looking like they were caught flat-footed. Now it's abundantly obvious they were unprepared for AI, they've failed to ship features they promised, and they have to commit resources to support an additional platform that no one cares about because they did ship that one. Worst of all worlds. Had they slept on the Vision Pro, I'm pretty convinced they could have credibly kept their powder dry on LLMs, like they've done with many industry hype cycles in the last. People would've assumed they were doing the Apple thing of not being first to ship something, but the first to ship compelling.
- 2y ago

walterbell 2y ago

https://archive.is/hj3Om https://archive.is/hj3Om > Apple’s product marketing organization, marketing communications, software engineering team and AI organization are all culpable.. Given the nature of this collective failure, it’s unlikely to result in management changes on Cook’s executive team.. the whole mess is likely to come to a head this week at Apple’s annual Top 100 offsite. A March tradition since the days of Steve Jobs, this is a meeting of the company’s 100 most important executives. Since no one was responsible for this collective failure, can a single leader be given responsibility for future Siri success? Management is about persuading people to do things they do not want to do, while leadership is about inspiring people to do things they never thought they could. —Steve Jobs

danaris 2y ago

Jon Gruber's latest long post[0] comments on the oddity that this is only coming from Gurman, with zero other sources able to corroborate it. Personally, I am ambivalent: I hope that Apple is taking the situation at least as seriously as it seems to be in the apparent leak, and I hope that they do indeed have some of this stuff working in a partial, demo-able fashion. [0] https://daringfireball.net/2025/03/a_postscript_on_the_singular_nature_of_mark_gurmans_reporting https://daringfireball.net/2025/03/a_postscript_on_the_singu...

_2d30 2y ago

The most interesting question arising from this is the meta-question: who leaked this meeting and why?

walterbell 2y ago
And how, given Apple's Severance-grade secrecy?

softwaredoug 2y ago

It’s one thing to chat with an LLM about information/knowledge. It’s another completely as a user to understand which actions it can take on your behalf. That seems like the disconnect. What would be nice if an LLM could just exist to tell me what Siri is capable of. As I usually blindly stumble into its capabilities.

binarymax 2y ago

The personal context issue could have been solved long before LLMs appeared. My foil for this has always been the simple request from Siri: "Take me home". Apple and my device know where I live. I have even registered "home" in Apple maps. This is not a huge leap, and this is not even something that requires an LLM. But it does force the featureset and capability to be better. This was a problem in 2015. 10 years later I still can't make this simple request. I don't know why Apple just froze Siri and put it on life support. They could have been doing far better in this space.

xmddmx 2y ago
FYI, I find that "navigate home" works, if you want to get home. (I agree with your complaint however that Siri is brain dead much of the time)
- binarymax 2y ago
  I just tried this, thinking that I was "holding it wrong" and no - it still doesn't work. It says it doesn't know where I live.
cblum 2y ago
On a related note, I don’t know how Apple has managed to mess up so badly the idea of storing your own information like address, phone number, etc. Every time I’ve moved, for months afterwards I keep having to fix my address when using Apple Pay or setting directions to home, etc. because it seems like they keep multiple copies of that information all over the place, instead of referring to a single piece of information. Places I can think of where I’ve had to update my address one by one: each credit card I have associated with Apple Pay; Maps; my own contact that I can share with others; subscription information; shipping address for Apple Pay. I get it that some people use separate billing and shipping addresses, but for the vast majority of people the use case is “I have a single home address where I want to direct Maps to, be billed at, and ship stuff to, please update it all at once when I update my address.”
- seec 2y ago

ChrisArchitect 2y ago

Actual article: https://www.bloomberg.com/news/articles/2025-03-14/apple-s-siri-chief-calls-ai-delays-ugly-and-embarrassing-promises-fixes https://www.bloomberg.com/news/articles/2025-03-14/apple-s-s... (https://news.ycombinator.com/item?id=43365517 https://news.ycombinator.com/item?id=43365517)

throway456aef 2y ago

Been nerd raging here on HN since October cause compared to the same chatGPT app on my iPhone Siri sucks! As a nerd who talks to chatGPT for past year or more while driving to get things done & use it as a knowledge base.. I've been like oh awesome Siri will do just as GPT does once Apple intelligence is released ..oh ok not until a future update ..oh wait now not at all lol

throway456aef 2y ago
Further been expressing my desire for a GPT phone where on the Lock Screen u visually see your AI assistant or agent and it sees you. Basically a H.E.R. Phone that does everything for you and interacts with AI agents (businesses, friends, families, etc) to get things done for you via chat, text, hand, facial gestures... basically a human AI in ur phone that does everything for u. No doubt such gets poo-poo(ed) as I think only 25 to 40 percent of phone users use Siri, Alexa, etc. a lot don't use it cause it just hadn't worked well for them to privacy concerns. But innovation and Apple is getting reamed for not being innovative.. not even matching what the chatGPT app offers.

ineedaj0b 2y ago

siri was under performing for years: im a 'heavy' user - it's been terrible. it worked better in 2012 and slowly got worse. it's acceptable in 2025 but not good. the siri division was caught nlp-ing anonymized data and totally sideswiped by llms. they have not transitioned. generally apple finds a Moses (like they did with m1 chips), hires a cracked team to build out but.. the salaries they offer don't touch openai or anthropic and who wants to work with nut that was building out siri initially? the guy is terrible steve would have gutted the siri team. switched to a <100 person team and they'd have something nice 2025, even unique. apple is the team i expected to have deepseek type innovations on limited hardware. instead she wants to search the internet for what my local humidity levels are.

umeshunni 2y ago
> who wants to work with nut that was building out siri initially Who are you referring to?

GeekyBear 2y ago

Not shipping something that isn't ready for prime time is hardly "dire". The world can do without learning the merits of putting glue on pizza, visualizing black Nazis, and chat bots that advise users to commit suicide.

vosper 2y ago

Siri today is capable of doing anything I really want it to. If it only it could f*ckin understand me! Whisper (or whatever the ChatGPT app uses) runs rings around. Basically zero errors. For me they just need to fix the goddamn voice recognition performance.

walterbell 2y ago
Could a 3rd-party app use Whisper to drive Siri / Shortcuts?

pton_xd 2y ago

Whatever Tesla uses for its voice navigation just works every time. No idea why Siri (and Alexa) still have such poor command recognition by comparison.

jccalhoun 2y ago

I am curious how many people are like me and never use the voice assistants on phones. I have amazon alexa devices and only use it for timers, weather, and controlling lights. I never use my phone's voice assistant. (I'm not even sure how to turn it on)

walterbell 2y ago
Enterprise MDM and Apple Configurator can disable voice assistant entirely, which may be needed in some work contexts.

andai 2y ago

Just realized something funny. Current AI is pretty janky, unpredictable, unreliable etc. So, Microsoft actually has an enormous advantage over Apple, when it comes to AI integration. Because their whole OS is already like that!

Aeolun 2y ago
> It feels so well integrated into the rest of the system! - Anonymous user

rgovostes 2y ago

My speculation is that the small on-device models are simply not useful enough for practical purposes. The on-device transformer models are described as having 3B parameters[0]. Their own figures from 6 months ago show that humans prefer other models' output 25-40% of the time, which aligns with Gurman's reporting. I don't know how well Apple's A-series chips can handle transformers, but if you play with their on-device diffusion models (Image Playground, Genmoji), you can watch your battery drop before your eyes. And the output of these models is also embarrassingly behind the state of the art. If Apple can make great foundation models for Private Cloud Compute, that's great. But then what's the point of buying a new iPhone for on-device inference capabilities? Secondly, I speculate that allowing a server-side model to query the personal context database is going to be hard to do performantly, requiring several round trips and uploading fragments of the data to the cloud for processing. 0: https://machinelearning.apple.com/research/introducing-apple-foundation-models https://machinelearning.apple.com/research/introducing-apple...

seec 2y ago
Apple's approach makes no sense but they don't have a choice because of all the past marketing nonsense. They need to justify their hardware quality/price which is becoming irrelevant because even the cheapest phone work just fine without lags nowadays. AI will be something to be done on servers for the foreseeable future but Apple put itself in a hole with their privacy nonsense. If instead they had truly invested on Macs and allowed their customers to build their own personal cloud, they would have a business case. Instead, they were extremely greedy and tried to double dip with high hardware price and "service" subscriptions (their low storage devices are made just for that). They are going to pay for this short-term thinking, eventually...

ChrisArchitect 2y ago

Related: Something Is Rotten in the State of Cupertino https://news.ycombinator.com/item?id=43348891 https://news.ycombinator.com/item?id=43348891