Apple should fix Siri, not just refresh iOS

Apple’s current focus on an extensive visual overhaul of iOS 19 and macOS 16—rumored to be inspired by the design language of visionOS—might be distracting the company from addressing a more pressing issue: its long-delayed, underwhelming Siri.

Despite promising a smarter, more context-aware Siri powered by Apple Intelligence at WWDC 2024, the company has repeatedly postponed its rollout. This delay not only undercuts Apple’s ambitions in AI but also leaves consumers with a voice assistant that remains far from the “smarter” version demonstrated in polished product videos.

Critics, including influential voices like John Gruber, have dismissed the promised Siri upgrades as “vaporware,” pointing out that despite controlled demos, no real-world proof of improved functionality has been delivered. Meanwhile, internal turmoil within the Siri team—as revealed by Bloomberg—suggests that the delay has been both “ugly and embarrassing” for Apple.

In contrast, while a refreshed design could offer a visually unified and modern user experience across Apple’s platforms, it does little to solve the fundamental shortcomings of Siri. The improvements to the operating system’s look and feel, though appreciated by users seeking more customization and a fresh aesthetic, will hardly address the practical, day-to-day frustrations with Siri’s performance.

At a time when consumers are looking for tangible enhancements—such as a truly smarter Siri that can understand and interact with apps more naturally—Apple would be better served by focusing on fixing the core issues with its voice assistant rather than merely “slapping a new coat of paint” on its software. Ultimately, a significant Siri update would not only fulfill the long-standing promise made at WWDC but also strengthen the overall appeal of Apple’s ecosystem in an increasingly competitive tech landscape.

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