Apple Intelligence Failure: What Went Wrong and How “LLM Siri” Could Save It

Looking for why Apple Intelligence is struggling or how Apple plans to fix Siri with generative AI? You're not alone. Many iPhone users and tech enthusiasts are now searching for answers about “LLM Siri,” Apple's latest attempt to modernize its digital assistant using large language models. After a rocky rollout of Apple Intelligence features, Apple is now refocusing its AI strategy—starting with Siri—and aiming to compete with OpenAI, Google Gemini, and Amazon’s Alexa in the high-stakes artificial intelligence race.

Inside Apple’s AI Struggles: Delays, Doubts, and Leadership Disconnect

Apple’s attempt to catch up in AI hasn’t been smooth. According to a Bloomberg report by Mark Gurman, the company launched Apple Intelligence without a clear, functional foundation, and many of its most anticipated features—like a more capable Siri—have been delayed or scrapped altogether.

One major setback was leadership hesitation. Software chief Craig Federighi was reportedly reluctant to invest in AI infrastructure like GPUs, which are essential for training large models. AI chief John Giannandrea, once a Google executive, underestimated consumer interest in AI chatbots and faced internal pushback. As a result, Apple started late, underinvested, and struggled to retrofit its legacy Siri with generative AI technology—something that engineers described as a “whack-a-mole” effort.

The Core Problem: Siri Was Never Built for AI

One of Apple’s biggest challenges was trying to force generative AI into an outdated Siri framework. Instead of redesigning Siri from scratch, Apple initially attempted to bolt on AI features, which created more problems than it solved. According to insiders, the old Siri system was incompatible with the new generative AI features, resulting in constant bugs and poor user experience.

Apple’s rushed marketing didn’t help either. Promises of a smart, context-aware Siri turned out to be premature, with many users left waiting for features that never materialized. This led to frustration among developers and skepticism from users.

Meet “LLM Siri”: Apple’s New AI Strategy

To fix this, Apple is now investing in what it internally calls “LLM Siri”—a complete rebuild of Siri powered by large language models. Unlike the previous piecemeal upgrades, this new version of Siri is being designed from the ground up to function as a conversational AI assistant.

Apple’s AI team in Zurich is reportedly leading the development of the new architecture. The goal is to make Siri more conversational, more accurate at synthesizing data, and better at understanding user context—similar to services like Perplexity AI or ChatGPT.

AI Training with Privacy in Mind: Apple’s Unique Edge

While other tech giants rely heavily on cloud data, Apple is taking a privacy-focused approach. The company plans to use on-device processing and differential privacy to compare synthetic training data with actual user behavior—such as patterns in emails—without compromising user privacy.

This strategy is expected to improve Siri’s natural language understanding while maintaining Apple’s long-standing commitment to user privacy, a high-value selling point that appeals to both consumers and regulators.

A Smarter Siri Could Mean Smarter Ad Dollars

A fully functional, AI-powered Siri would do more than improve voice commands—it could redefine mobile search, personal productivity, and digital assistance on iPhones and other Apple devices. From a business standpoint, this is key. 

Leadership Changes Signal a New Direction

Interestingly, Apple appears to be shifting leadership responsibilities to make this transformation possible. John Giannandrea, once tasked with leading Siri and Apple’s AI initiatives, has reportedly been moved off key projects. While not officially retiring, his role has diminished significantly. Gurman suggests that Apple is cautious about letting him go completely due to the talent he brought into the company.

This change might mark a turning point. Apple is finally acknowledging that fixing Siri and making Apple Intelligence competitive requires bold moves, long-term investment, and a complete strategy overhaul.

What Comes Next for Apple Intelligence?

As Apple prepares for future AI announcements—likely at WWDC or Meta Connect—it’s clear that Siri will be central to its ambitions. Whether the reworked “LLM Siri” lives up to the hype remains to be seen, but one thing is certain: Apple can’t afford another misstep.

By rebuilding Siri using generative AI, investing in better infrastructure, and focusing on user-first functionality, Apple may still salvage its AI credibility. For iPhone users, that could mean a smarter, faster, and more reliable Siri that finally delivers on its promise.

Will Apple Catch Up in the AI Race?

The global race for AI dominance is moving fast, and Apple has fallen behind. But with its resources, massive installed base, and renewed focus on Siri, it’s far from out of the game. The success of “LLM Siri” could be the turning point Apple needs—not just for Siri, but for its entire AI ecosystem.

Whether it’s enhancing mobile productivity, improving digital assistant interactions, or competing in AI search, Apple’s new Siri strategy could shape how we interact with technology in 2025 and beyond.