Apple’s decision to quietly announce delays in its Apple Intelligence rollout for Siri has drawn sharp criticism from analyst Ming-Chi Kuo, who argues that CEO Tim Cook mishandled the situation. Kuo believes that Apple’s approach lacked the transparency expected from a company of its stature and suggests that Cook should have personally addressed the issue, much like Steve Jobs did during past product controversies.
Kuo specifically pointed to the iPhone 4’s infamous "Antennagate" in 2010, when Jobs responded directly to customer concerns, acknowledged the problem, and held a press conference to explain Apple’s stance. Instead of distancing the company from the issue, Jobs took ownership and provided a clear solution, offering free bumpers to affected users. According to Kuo, Cook’s leadership in handling the Siri setback fell short of that standard, as Apple chose to disclose the delay through an impersonal press statement rather than direct engagement.
The delay comes after Apple heavily promoted Apple Intelligence at WWDC 2024, positioning it as a groundbreaking leap in AI-driven personal assistance. With development running behind schedule, Apple was forced to push back key Siri enhancements, but rather than offering a detailed explanation or outlining a concrete path forward, the company opted for a quiet announcement—an approach Kuo believes reflects poor crisis management.
Kuo acknowledges that artificial intelligence advancements take time, and Apple was likely under pressure from investors to showcase progress. However, he argues that when Apple Intelligence failed to meet its initial timeline, Cook should have taken a more proactive role in explaining the challenges to users, much like he did in 2012 when Apple Maps faced widespread criticism. At the time, Cook issued a direct apology, assured customers of ongoing improvements, and even suggested alternative mapping apps as temporary solutions.
With AI becoming a critical battleground in consumer technology, Apple’s ability to execute on its vision for Siri will be closely watched. But as Kuo points out, beyond just delivering the product, how Apple communicates setbacks will play a major role in maintaining customer trust. Cook now faces the challenge of ensuring that Apple’s AI ambitions are not only realized but also presented in a way that reassures users that the company is willing to be open about its progress—even when things don’t go as planned.
