Craig Federighi confirms Apple’s first attempt at an AI Siri wasn’t good enough

In March, Apple delayed its upgraded Siri, saying that “it’s going to take us longer than we thought to deliver” the promised features. At WWDC this week, Apple’s SVP of software Craig Federighi and SVP of worldwide marketing Greg Joswiak shared more details about the decision to delay in an interview with The Wall Street Journal’s Joanna Stern.

As part of its initial Apple Intelligence announcements at WWDC 2024, Apple said that the improved Siri would have awareness of your personal context and the ability to take actions for you in apps. While Apple was showing real software at that show, Siri “didn’t converge in the way, quality-wise, that we needed it to,” Federighi said. Apple wanted it to be “really, really reliable. And we weren’t able to achieve the reliability in the time we thought.”

“Look, we don’t want to disappoint customers,” Joswiak said. “We never do. But it would’ve been more disappointing to ship something that didn’t hit our quality standard, that had an error rate that we felt was unacceptable. So we made what we thought was the best decision. I’d make it again.”

Stern asked why Apple, with all of its resources, couldn’t make it work. “When it comes to automating capabilities on devices in a reliable way, no one’s doing it really well right now,” Federighi said. “We wanted to be the first. We wanted to do it best.” While the company had “very promising early results and working initial versions,” the team came to feel that “this just doesn’t work reliably enough to be an Apple product,” he said.