Katarzyna Petru
The topic of the new version of Siri is coming back like a boomerang. Apple has been announcing a comprehensive overhaul of its voice assistant for months, which is supposed to become a real answer to the generative AI competition. Meanwhile, further reports indicate that the work has encountered technical problems, and the functions previously planned may appear later than expected. Information about the delays has triggered a noticeable market reaction. Investors began to sell off shares, which translated into a decline in the company’s stock price. Apple quickly responded with a statement, trying to calm the mood.
Problems with tests and postponed deadlines
According to the findings of journalist Mark Gurman from Bloomberg, the new Siri has struggled with understanding commands and unstable performance during testing. Some features planned for system updates may be introduced gradually in subsequent software versions.
This is not the first time that Apple has pushed back the schedule related to AI development. In the context of increasing competition from solutions such as Gemini or ChatGPT, every delay is closely monitored by the market.
Investor Reactions and Quick Assurances
Following media reports, Apple shares fell by around 5%, marking one of the weakest sessions in recent months. In response, Apple informed the media that it still plans to release a new version of Siri in 2026. At the same time, the company did not address the allegations regarding technical issues in detail, limiting itself to general statements about ongoing work.
The delay itself need not be catastrophic. However, the growing impression that Apple promises more than it can quickly deliver may be a problem. At a time when competitors are intensively developing generative AI, any delay weakens the company's position in this narrative. The release of the refreshed Siri in 2026 could be crucial for rebuilding trust. The question is whether merely meeting the new deadline will be enough to reverse the current sentiments.
The new Siri was meant to be a symbol of Apple's entry into the era of generative AI. Instead, it has become a source of further speculation about delays. The fall in share price indicates that the market is not indifferent to this news. Now everything depends on whether Apple will actually deliver the promised update in 2026.
Source: Bloomberg, CNBC
