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How did Apple make the announcement that they were "shelving" AI and "starting over" from scratch? Who made the announcement? What do experts have to say about Apple's failed attempt and where do experts think Apple needs to go next? If Apple has a chatbot what is it now?
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Here’s the latest on Apple’s “shelving” of its AI Assistant efforts, who made the call, what experts think went wrong, where Apple needs to go next—and the current state of its AI/chatbot.
🛑 1. How the Announcement Happened
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Apple has not issued a formal public press release stating it is “shelving AI and starting over from scratch.”
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Instead, these developments emerged through investigative reporting and tech media coverage:
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Bloomberg and Mark Gurman reported that Apple had effectively paused major Siri AI upgrades, scrapped its dual‑brain architecture, and planned a rebuild from the ground up .
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Internal shifts—including transferring Siri leadership to Vision Pro chief Mike Rockwell, reporting into Craig Federighi, with John Giannandrea shifting to a broader AI research role—suggest formal internal restructuring rather than outward announcements .
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🧑💼 2. Who Made the Decision?
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Leadership shift: The Siri DRI (Directly Responsible Individual) is now Vision Pro chief Mike Rockwell, reporting to Senior VP Craig Federighi.
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John Giannandrea, Apple’s AI lead, is no longer tasked with Siri and has moved to an enterprise-level AI oversight position .
🧠 3. Expert Commentary on What Went Wrong
🔹 Design & Legacy Architecture
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Experts stress that Apple tried to bolt next-gen AI features onto legacy Siri infrastructure, resulting in a bifurcated system—two “brains”—that failed to scale or behave coherently .
🔹 Strategic Misalignment
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Analysts, including Wedbush Securities, warned that Apple’s failure to partner aggressively or adopt external LLMs shows innovation is not coming from “inside the walls” of Apple Park anymore—and may require M&A to catch up .
🔹 Feature Delays
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Apple delayed personal‑contextual AI upgrades and conversational Siri integration beyond iOS 18 into iOS 19 and likely iOS 20 (around 2027), raising doubts about the relevance of iterative fixes versus deep rebuilds .
🔮 4. What Analysts Say Apple Should Do Next
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Universal recommendation: Apple needs to build a unified Siri from scratch—integrating context-awareness, LLMs, voice interfaces, and inference models in one clean architecture.
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Experts advocate for a mix of strategic acquisitions (such as Perplexity or smaller LLM players), plus re‑architecting Siri closer to competitors like ChatGPT, Bard, and Copilot in style and capability .
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Apple CEO Tim Cook, post‑earnings, confirmed the company plans to spend substantially more in AI (data centers, acquisitions) and is open to larger M&A to accelerate its roadmap—marking a departure from past conservatism .
💬 5. What Is Apple’s Chatbot Today?
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As of now, Apple does not offer a dedicated conversational assistant brand or name like “ChatGPT.”
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Some queries are routed through ChatGPT (OpenAI) or Google’s Gemini, depending on integration, but Apple has not publicized a standalone Apple‑branded chatbot.
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Internally, the next-generation assistant is referred to as “LLM Siri”, expected to launch in full—likely around iOS 19.4 (2026) or iOS 20 (2027)—once the legacy architecture is retired.
🧭 Final Take
Apple’s “starting over” in AI is a quiet but sweeping internal reset, not a flashy keynote moment. The leadership shuffle and expert commentary point to a realization: Siri can’t be fixed with patches—it needs a whole new foundation. Going forward, success depends on Apple’s ability to build a modern, unified LLM-based assistant—possibly via acquisition—and deliver it under the Siri name (or a new moniker) by 2026–2027.
Let me know if you’d like a deeper dive into rumored acquisitions like Perplexity or what specific features iOS 19 or 20 might bring.
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