John Gruber, a prominent commentator on all things Apple, has always maintained an optimistic outlook regarding the tech giant. Therefore, it came as a significant surprise when he launched a scathing critique of Apple, particularly targeting the company’s handling of its virtual assistant, Siri. Gruber's remarks highlight a perceived crisis at Apple, as he accuses the company of making "bullshit" claims and "squandering" its hard-earned reputation.
Recently, Apple acknowledged that the rollout of three new Siri features would take longer than anticipated, without providing a clear explanation or a revised delivery date. These features are critical as they aim to enhance Siri's intelligence significantly. The promised updates include:
Personal context: Understanding specific queries, such as “When is my mom’s flight landing?” On-screen awareness: Performing tasks like “Add this address to her contact card.” In-app actions: For example, “Make this photo pop, and add it to my Miami 2025 note.”Despite the delay, Apple continues to advertise these features on its website, albeit with updated disclaimers. Notably, the company discreetly removed an advertisement for the iPhone 16 that promoted these functionalities.
In a detailed post on his blog, Daring Fireball, Gruber argues that the validity of product claims can be assessed using a four-point scale:
Demonstrated but not available for public testing Controlled hands-on demos for select media Beta versions accessible to the public Shipped featuresAccording to Gruber, Apple's current status regarding the new Siri features falls at the very bottom of this scale, at what he calls "vaporware." He criticizes Apple for failing to provide any actual demonstrations of the features during their presentation, instead opting for a concept video that he deems to be a sign of a company in disarray.
Gruber emphasizes that had these features existed in any functional capacity, Apple would have seized the opportunity to showcase them during the announcement of the delays. Instead, they failed to provide any verification of the features’ existence or quality. This lack of transparency has led Gruber to conclude that Apple has pitched a narrative that is misleading at best.
He points out that while many companies may make dubious claims about AI products, he never expected Apple to join their ranks. Historically, Apple has been known for its reliability; however, Gruber argues that the company's credibility is now severely compromised.
Gruber calls for Apple’s CEO, Tim Cook, to adopt a more aggressive approach in addressing the issues surrounding Siri. He suggests that Cook should emulate Steve Jobs, who would demand immediate action when faced with product failures. If such decisive measures are not taken soon, Gruber fears that Apple risks falling into mediocrity.
While Gruber has not been shy about criticizing Apple in the past, his recent outburst carries significant weight, given his close relationship with the company. 9to5Mac acknowledges the struggle to remain objective about Apple, especially as frustrations with Siri continue to mount. The evolution of Siri from a pioneering intelligent assistant in 2011 to a lagging product in 2025 raises concerns about Apple’s commitment to innovation.
Reflecting on the past decade, it is evident that Apple has made little progress in enhancing Siri’s capabilities, leaving many users disappointed. Although some may argue that Gruber's assessment overstates the situation, it is impossible to ignore the damage done to Apple’s credibility.
As the tech world watches closely, the pressure is on Apple to deliver on its promises and restore confidence in its products. The recent criticism serves as a wake-up call for a company that has long been regarded as a leader in technological advancements.
