Apple has quietly removed an iPhone 16 advertisement featuring enhanced Siri capabilities, following the company's recent announcement about delays in rolling out advanced AI features in iOS 18.
The now-private YouTube video, which starred English actor Isabella Ramsey, demonstrated Siri's supposed new contextual awareness abilities. In the ad, Ramsey asks Siri to recall details about a previous restaurant meeting, showcasing the AI assistant's improved memory and personal context understanding.
The advertisement was part of a series of three videos released during the iPhone 16 pre-order campaign in September. Apple had originally promoted these features as a major upgrade, promising Siri would offer enhanced app integration and deeper language comprehension.
According to recent developments, Apple's AI division is facing challenges in implementing these advanced features. Industry insider Mark Gurman reports that the enhanced Siri capabilities might not arrive until next year at the earliest, with some internal sources suggesting the features could be completely rebuilt.
Technical hurdles appear to be at the core of the delay. The company is grappling with hardware limitations, potentially forcing Apple to choose between reducing feature functionality or accepting slower performance on existing devices.
The removal of the advertisement reflects Apple's commitment to accurate product representation, as the company works to refine and perfect these anticipated AI enhancements before their eventual release.
Apple has stated that the improved Siri features will be introduced "in the coming year," though specific timing remains unclear. The delayed features include personal context awareness, onscreen comprehension, and enhanced app integration capabilities that were initially previewed at WWDC during the iOS 18 announcement.