In 2011, Apple unveiled Siri as a revolutionary voice assistant, one that would change how we interact with technology. But nearly 15 years later, Siri sometimes still struggles with basic tasks. At WWDC in 2024, Apple unveiled Apple Intelligence, designed to make everyday tasks easier for iPhone and Apple device users, but the rollout of some features stumbled and now experts are saying that Apple has fallen behind in the generative AI race. While Microsoft and Google built advanced large language models and cloud infrastructure, Apple has taken a slower, privacy-first approach. CNBC explores why Siri lags behind products like OpenAI’s ChatGPT, why Apple’s AI rollout hit some speed bumps, and whether the company can still catch up just as it prepares to unveil new features at WWDC 2025.
Chapters:
00:00 Introduction
02:40 Siri’s missed moment
07:30 Data centers and privacy
11:55 Can Apple still win at AI
Produced and Edited by: Lisa Setyon
Senior Director of Video: Jeniece Pettitt
Animation: Jason Reginato
Additional Reporting: Steve Kovach
Narration: Katie Tarasov
Additional images: Apple, OpenAI, Getty Images
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Why Apple’s Siri Is Still So Bad In The Age Of AI
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