John Gruber Blasts Apple’s AI Setback: Siri Delays, Broken Promises, and a Credibility Crisis

Apple’s recent struggles with delivering on its AI promises have sparked intense criticism, with industry experts questioning the company’s ability to maintain its reputation for reliability. The tech giant, once known for its polished product launches and seamless integration of software and hardware, now finds itself under scrutiny as delays continue to plague the rollout of personalized Siri features.

The controversy stems from last year’s WWDC keynote, where Apple introduced its vision for a more intelligent, adaptive Siri powered by on-device AI. The announcement was met with excitement, as the company positioned itself as a serious competitor in the generative AI space. However, nearly a year later, the promised functionality remains conspicuously absent, and recent reports suggest that Apple’s internal development struggles may be more severe than previously thought.

Longtime Apple commentator John Gruber recently weighed in on the situation, expressing deep concerns about what he sees as a failure of transparency. In a scathing analysis, he argued that Apple’s presentation of personalized Siri was misleading from the outset and that the company may have knowingly exaggerated the readiness of its AI capabilities. This, he suggests, represents a deeper issue within Apple—one that goes beyond a simple delay. According to Gruber, Apple’s decision to present a highly polished concept video rather than a real demo at WWDC should have been a red flag. He believes the company’s credibility has been "damaged" and warns that without decisive action, Apple risks eroding the trust it has spent decades building.

Gruber went even further, stating that "something is rotten in the state of Cupertino," referencing Shakespeare’s famous line to suggest that Apple’s internal dysfunction may be more significant than it appears on the surface. He argues that Apple’s culture of excellence could be at risk if the company does not address these issues head-on, warning that mediocrity and excuses, if left unchecked, could take root within the organization.

The challenge Apple faces now is not merely one of timing, but one of credibility. Over the years, the company has cultivated a reputation for delivering on its promises, even if it occasionally takes longer than expected. The now-infamous AirPower debacle, where Apple ultimately canceled its wireless charging mat due to engineering constraints, was an exception rather than the rule. But generative AI is not a niche feature; it is a transformative technology shaping the future of computing. Delays in this area carry far greater weight.

Adding to the frustration, Apple has remained tight-lipped about the specifics of the delay, offering little in the way of explanation beyond vague acknowledgments that more work is needed. This lack of communication has only fueled speculation about internal discord, with some reports suggesting that the company’s AI teams are struggling to meet the ambitious goals set by leadership.

This situation has drawn comparisons to one of Apple’s most notorious missteps—the botched launch of Apple Maps in 2012. The app was released as a replacement for Google Maps but quickly became a public relations disaster due to glaring inaccuracies, poor navigation, and missing locations. The backlash was so severe that CEO Tim Cook was forced to issue a public apology, acknowledging Apple’s failure. As a direct consequence, Scott Forstall, then Senior Vice President of iOS Software, was ousted from the company. The Apple Maps fiasco remains one of the most significant examples of Apple failing to meet user expectations and serves as a cautionary tale for the company’s current predicament with Siri.

What makes this situation particularly troubling for Apple is the broader context in which it unfolds. The generative AI space is moving at an unprecedented pace, with competitors like OpenAI, Google, and Microsoft making significant advancements. Apple’s absence from this race, even if temporary, risks eroding confidence in its ability to lead in the next major computing shift.

CEO Tim Cook and his leadership team now face a crucial moment. The company must not only deliver on its AI promises but also rebuild trust with its users and developers. Clearer communication, more transparency about progress, and tangible demonstrations of Siri’s evolution will be essential in regaining lost credibility.

Apple has navigated challenges before, from supply chain disruptions to product misfires, but the stakes this time feel different. The tech landscape is shifting rapidly, and Apple must prove that it can adapt just as quickly. Failure to do so may mark the beginning of a more profound shift—one where Apple’s once-unquestionable leadership in user experience and innovation is called into doubt.