The renowned Ming-Chi Kuo analyst has been blunt: Apple has badly managed the situation and Tim Cook should have given his face personally, instead of delegating the announcement in a simple press release.
Tim cook must face
The comparison with the famous “Antennagate” of the iPhone 4 is inevitable. In 2010, when users began to complain about coverage problems on the new device, Steve Jobs He took the initiative. Not only did he personally respond to several emails from worried customers, but organized a press conference in which he offered solutions to those affected: Apple would give Bumpers (A kind of covers or housings) to those affected and would allow returns for those who were not satisfied. The answer was transparent and effective, thus saving a crisis that could have seriously affected the reputation of the brand.
Now, in 2025, the situation with Siri is very different. Apple promised at the WWDC 2024 that Apple Intelligence would revolutionize the experience of the virtual assistant, incorporating advanced artificial intelligence capable of competing with Chatgpt and Google Gemini. However, the months have passed and many of these functions have not yet reached users. The announcement of the delay, far from being a public statement in which Cook assumed responsibility, was made through a Cold and detail statement.
The reputed Kuo considers that this error could have a direct impact on the sales of the iPhone 16 and the future iPhone 17. According to its reports, Apple is already aware that Apple Intelligence has generated less interest from the expected, and component manufacturers have received lower shipping forecasts of the usual. The confidence of consumers in Siri is in historical minimums, and the company seems to have not planned the generalized discontent that this has caused.
Apple is losing followers
To this is added the growing competition. Openai, Google and Anthropic have advanced by leaps and bounds in the development of generative artificial intelligence, offering solutions that show Siri's limitations. Even some technological journalists such as John Gruber have criticized Apple for not living expectations. The lack of news and the inability of the company to fulfill its promises have generated doubts about Apple's leadership in the AI era.
However, this is not the first crisis that catches Tim Cook. In 2012, after the disastrous launch of Apple Maps, he wrote a public letter asking for apologies and offering alternatives while Apple worked to improve his service. Why not do the same now? People are disappointed and Siri's future It is in question, so a direct intervention of Apple's visible head could help calm the waters.
Apple is at a crossroads. If you do not act soon, the perception that your AI is “behind” the competition could seriously affect its brand. And in such a competitive market, being behind is not an option.
