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Apple is facing significant internal challenges in its efforts to revamp Siri and integrate Apple Intelligence features. A new report has revealed epic dysfunction within the company, highlighting conflicts between managerial styles, shifting priorities, and a sense of being "second-class citizens" among Siri engineers. The issues stem, in part, from leadership differences, with some leaders favoring slow, incremental updates while others prefer a more brash and efficient approach. These conflicts have reportedly led to stalled projects and a lack of clear direction within the teams.

Despite these internal struggles, Apple intends to rollout the contextual Siri features it promised at WWDC 2024 this fall, potentially as part of iOS 19. The company has shifted senior leadership to ensure this happens. A key point of contention has been the integration of AI development efforts, with the software team led by Craig Federighi reportedly taking on more AI responsibilities and building within existing systems, which left the original Siri team feeling sidelined and slow to make progress. It remains unclear if the company can resolve these internal conflicts in time to deliver a seamless and improved Siri experience.

Apple's AI teams have been instructed to "do whatever it takes" to build the best artificial intelligence features, even if that means using open-source models instead of Apple's own creations. This decision follows years of focus on the wrong things, internal conflict, and confused decision-making within the teams, according to the report. A spoken user interface for VisionOS that never got completed, despite being an exciting-sounding prospect, is just one example of shelved ideas in favor of projects with little impact. Despite the chaos the "tech bros got to work it out", says Jonny Evans in his column about Apple.

ImgSrc: www.computerwor

References :

• www.applemust.com: This article is about an investigation about Apple Intelligence which includes some internal conflicts.
• www.tomsguide.com: New Siri report reveals epic dysfunction within Apple — but there's hope.
• THE DECODER: Apple wanted to catch up with ChatGPT and others with new AI features for Siri. Instead, there have been technical setbacks, internal power struggles - and a divided management team.
• www.tomsguide.com: A revamped Siri is on the way — but a surprising snag is slowing things down
• www.techradar.com: Apple's uncharacteristic Siri stumble is bad news for you, and now we may know how it happened and why there's reason for hope

Classification:

• HashTags: #AppleIntelligence #Siri #AIRevamp
• Company: Apple
• Target: Apple
• Product: Siri
• Feature: Contextual Understanding
• Type: AI
• Severity: Medium