Behind closed doors, Apple is embarrassed by its slow Siri rollout, too

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One of Apple’s top executives has called the delay of the new, more personalized Siri “ugly and embarrassing” and vows to “ship the world’s greatest virtual assistant” at some point.

Hand holding smartphone with colorful app icons on the screen, against a plain background.

Apple’s embarrassed by its slow Siri rollout, too

Apple has been facing significant challenges in deploying one of its most highly advertised Apple Intelligence features: an enhanced, personalized Siri.

The company had heavily promoted it at both WWDC and the September iPhone event. And it still airs most of the commercials that reference it.

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