Apple Silently Pulls Ad for Siri Intelligence – Did You Notice?

An Embarrassing Siri Ad?

The now-removed advertisement was first aired on YouTube last September, just before iPhone 16 pre-orders began, starring British actress Isabella Ramsey. In the ad, she was seen asking Siri for a very specific detail: What was the name of the person I had a meeting with at this restaurant last month?

This was supposed to clearly showcase the capabilities of the next-generation Siri. Apple promised that with an awareness of your personal context, the ability to operate within and across apps, and a richer understanding of language, Siri would be able to assist you like never before.

Why the Sudden Withdrawal?

But in reality… there’s no sign of intelligent Siri on the horizon! Not for iOS 18.4 or iOS 18.5, nor even for iOS 19. Now, the talk is about iOS 20, and given the technical difficulties, some are questioning whether Siri is viable at all. Thus, Apple has made the video private on YouTube, and only some clips continue to unofficially circulate on Instagram and other social networks.

According to Mark Gurman, some engineers from Apple’s AI division even believe that the new Siri features might be scrapped to start afresh. Why the delay? Several reasons are floating around: Concerns about hardware requirements: Apple fears that the AI models needed for this intelligent Siri might simply be too demanding for current iPhones. The choices are between an ultra-fast but limited Siri, or a very powerful but painfully slow Siri on the A17 Pro and M2 chips.

iOS 18 Faces More Setbacks

This delay is another setback for iOS 18. Initially, the full integration of Apple Intelligence was only going to be available on the iPhone 15 Pro and later models, a technical limitation that has already disappointed many users.

Apple now seems to prefer playing it safe and refining its AI rather than releasing a flawed version. This strategic choice might harm the innovative image the brand seeks to enhance.

For now, the company promises that these features will eventually arrive, but next year, without a specific date. We just have to wait and see if this next-generation Siri will truly live up to its promises or if Apple will have to revise its plans yet again. One thing is clear, meanwhile, the competition is not standing still…