Apple and Amazon have recently announced delays in the rollout of their anticipated AI enhancements for their respective voice assistants, Siri and Alexa.
Despite significant hype from Apple and Amazon about groundbreaking generative AI upgrades for Siri and Alexa, promised features have yet to materialize. Amazon unveiled Alexa+ in February 2025, showcasing advanced capabilities like managing Uber orders, scanning emails, and reviewing Ring footage. Although planned for a March rollout, only a limited number of users received early access by March 31, and many key features remain missing. Similarly, Apple announced Siri AI improvements as part of iOS 18 in 2024, promoting features that could analyze calendars and assist more personally. However, these enhancements have been delayed, with no firm release date. Both firms face increasing pressure from investors and analysts as AI hype drives market expectations, yet delivering robust, reliable AI assistants to millions remains technically challenging.
Apple's Siri Upgrade Delay
In June 2024, during the Worldwide Developers Conference (WWDC), Apple introduced "Apple Intelligence," an AI platform designed to provide Siri with advanced capabilities, including personalized assistance and deeper integration with user data. These features were initially slated for release with the iOS 18.4 update in April 2025. However, Apple has confirmed that these enhancements have been postponed and are now expected to roll out in the coming year.
The delay is attributed to technical challenges and the need to address numerous software bugs. Internally, Apple's software chief, Craig Federighi, and other executives expressed concerns about the features' performance during personal testing. Some within the AI division believe that the current approach may need to be reevaluated, potentially leading to a complete overhaul of the project. This could mean that the enhanced Siri features might not be available until 2026.
Amazon's Alexa+ Rollout Challenges
Amazon unveiled Alexa+" in February 2025, an AI-enhanced version of its voice assistant designed to offer more natural conversational abilities and personalized responses. The upgrade includes features such as managing Uber orders, scanning emails, and reviewing Ring footage. While the initial rollout began in March 2025, only a limited number of users received early access by March 31, and several key features remain unavailable.
The delays are partly due to technical limitations and internal organizational challenges. To address performance gaps, Amazon invested $4 billion in Anthropic to integrate its Claude AI into Alexa. Additionally, Amazon plans to introduce a subscription model for Alexa+, with new features potentially costing between $5 and $10 per month.
Industry Implications
These postponements highlight the complexities involved in integrating advanced AI capabilities into widely used consumer products. Both Apple and Amazon face increasing pressure from investors and analysts as AI developments continue to shape market expectations. The delays underscore the challenges of delivering robust, reliable AI assistants to a broad user base.
As the AI landscape evolves, both companies are working to address these challenges to meet consumer expectations and maintain their competitive positions in the market.
