Apple abruptly withdrew its next-generation iPhone 16 advertisement. The advertisement featured actress Bella Ramsey showcasing more personalized features of Siri, but it seems to have been deleted due to the delay in the feature’s release to 2026. Apple’s withdrawal of the ad is considered an unusual action, reflecting the challenges the company faces in implementing advanced AI features.
Enhancements to Siri’s conversational capabilities postponed to 2026
On March 7, Apple announced that the AI-based Siri features, which were set to be integrated into the iPhone 16, would be launched later than expected. The company stated, “More time is needed to personalize Siri and add features that recognize the user’s context,” and “We plan to introduce it next year.”
While specific reasons for the delay have not been disclosed, Apple emphasized that it continues to work on upgrades including enhancements to Siri’s conversational abilities, the addition of a type-to-Siri function, expanded product knowledge, and integration with ChatGPT. However, the delay of the AI-based personalized features, which consumers eagerly anticipated, is interpreted as a difficulty Apple is encountering in its technology development process.
Deleted advertisement showcasing the feature
The deleted advertisement featured Bella Ramsey, known for “The Last of Us,” asking Siri to remember the name of a person she met at a restaurant. Siri responded promptly using calendar events, emails, and messages, highlighting its enhanced personalization features. The advertisement was produced by TBWA\Media Arts Lab and was part of the iPhone 16 campaign introducing features such as email summaries and customized photo memory videos.
However, shortly after the ad was released, it was set to private on YouTube and other online platforms, sparking controversy. This decision appears to reflect Apple’s unease with continuing marketing efforts for a feature that has yet to be properly implemented, especially right after the official announcement of the delay in the AI-based Siri feature’s release.
Apple’s delayed actions, a repeated pattern
This is not the first time Apple has delayed a previously announced feature. In 2020, it postponed the release of the iOS 14 App Tracking Transparency feature to allow developers additional preparation time. In 2018, the release of the AirPods Max headphones was delayed by two years and finally introduced in 2020. Additionally, the AirPower wireless charging mat, announced in 2017, was ultimately canceled due to engineering issues in 2019.
The Siri feature delay and ad withdrawal again illustrate Apple’s strategy of prioritizing product completeness over schedule. Although this approach might temporarily disappoint consumers, it has consistently resulted in ensuring reliability and quality over the long term.
Apple’s AI competitiveness being tested
As competitors aggressively adopt AI technology and rapidly advance, Apple has positioned its improvement of Siri as a key strategy. Microsoft is accelerating the expansion of AI services using ChatGPT, while Google is focusing on popularizing next-generation AI technologies through Bard AI.
In contrast, Apple maintains a relatively conservative approach, applying AI technology cautiously. The delay in improving Siri showcases a realistic technical challenge in Apple’s quest to secure competitiveness in the AI market.
Industry experts analyze, “Although Apple anticipates a new turning point in AI technology through a more personalized Siri, it will take considerable time to achieve actual implementation,” and “Balancing technical completeness with consumer trust will be Apple’s biggest challenge.”
There is growing interest in when and in what form Apple will introduce AI-based Siri features to the market in the future.