Delayed features and lawsuits undercut Apple’s position in the AI race

Apple‘s branding dilemma with Siri and Apple Intelligence highlights a deeper crisis in the company’s AI strategy. Once a pioneer with Siri’s 2011 launch, Apple now finds itself struggling with broken promises, delayed features, and mounting consumer frustration. The company’s attempt to bifurcate its AI offering between the legacy Siri brand and the newer Apple Intelligence moniker has backfired spectacularly, creating confusion while failing to deliver advertised capabilities. This situation has escalated beyond mere disappointment, evolving into a reputational challenge that may require a complete brand reset.

The big picture: Apple’s AI branding strategy has collapsed under the weight of unfulfilled promises and delayed features, damaging both the Siri and Apple Intelligence names.

• The company attempted to use “Siri” for simpler tasks while positioning “Apple Intelligence” as its advanced AI solution, but neither has delivered as advertised.
• A fresh brand name is likely needed to escape the negative associations now attached to both current offerings.

Key details: The gap between promised and delivered AI features has triggered significant blowback against Apple.

• Apple was forced to pull an iPhone 16 advertisement due to Apple Intelligence issues and add disclaimers about delayed AI features on its website.
• The company faces a false advertising lawsuit regarding Apple Intelligence features.
• Respected Apple commentator John Gruber launched what’s described as a “blistering attack” on Apple over “Siri vaporware.”

Why this matters: Consumer frustration has reached a breaking point, with users actively seeking alternatives to Apple’s native AI solutions.

• A 9to5Mac poll revealed that a “vast majority” of readers would prefer the option to install a third-party AI as their default iPhone assistant.
• This represents a stunning reversal for a company that once defined the voice assistant category.

The branding problem: Both of Apple’s AI brand names now carry significant negative baggage.

• The Siri brand has become “irredeemable” after years of underwhelming performance and becoming “the butt of so many jokes.”
• Apple Intelligence was criticized as “always a dumb name” for being too long and awkwardly abbreviating to “AI.”
• The delayed rollout of promised Apple Intelligence features has further tarnished this newer brand.

Reading between the lines: Apple’s AI crisis represents more than just a product delay—it signals a deeper problem with the company’s approach to artificial intelligence technology.

• The need for a complete brand reset suggests Apple may be preparing for a fundamental rethinking of its AI strategy.
• The backlash indicates Apple’s traditional approach of announcing features before they’re fully ready has become increasingly risky in the competitive AI landscape.