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.

At WWDC, Federighi also spoke to YouTuber iJustine, and both Federighi and Joswiak were interviewed by Tom’s Guide’s Mark Spoonauer and TechRadar’s Lance Ulanoff. In Apple’s March statement, it said that anticipated rolling out the Siri upgrades “in the coming year,” which, to Spoonauer, Joswiak clarified to mean 2026.

Apple's WWDC 2025 had new software, Formula 1 references, and a piano man crooning the text of different app reviews. But one key feature got the short end of the stick: Siri.

Although the company continuously referenced Apple Intelligence and pushed new features like live translation for Messages, FaceTime, and phone calls, Apple's AI assistant was barely mentioned. In fact, the most attention Siri got was when Apple explained that some of its previously promised features were running behind schedule.

To address what many saw as the elephant in the room, Apple's keynote briefly mentioned that it had updated Siri to be "more natural and more helpful," but that personalization features were still on the horizon. Those features were first mentioned at last year's WWDC, with a rollout timeline "over the course of the next year."

"We're continuing our work to deliver the features that make Siri even more personal," Craig Federighi, Apple's SVP of software engineering, said during Monday's keynote. "This work needed more time to reach our high quality bar, and we look forward to sharing more about it in the coming year."

Apple has long b …

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