Apple Inc.’s top executive overseeing its Siri virtual assistant told staff that delays to key features have been ugly and embarrassing, and a decision to publicly promote the technology before it was ready made matters worse.

Apple’s top executive overseeing its Siri virtual assistant told staff that delays to key features have been ugly and embarrassing.

Apple is reportedly working on a major Siri overhaul by 2027, aiming to make the virtual assistant more conversational and AI-driven, much like OpenAI's ChatGPT and Google's Gemini. To achieve this, Apple plans to implement a complete infrastructure revamp and deeper AI integration.