The Vaporware That Apple Insists Isn't Vaporware

At WWDC 2024, Apple showed off a dramatically improved Siri that could handle complex contextual queries like 'when is my mom's flight landing?' The demo was heavily edited due to latency issues and couldn't be shown in a single take. Multiple Apple engineers reportedly learned about the feature by watching the keynote alongside everyone else. Those features never shipped.

Now, nearly a year later, Apple executives Craig Federighi and Greg Joswiak are conducting press interviews claiming the 2024 demonstration wasn't 'vaporware' because working code existed internally at the time. The company says the features will arrive 'in the coming year' -- which Apple confirmed means sometime in 2026.

Apple is essentially arguing that internal development milestones matter more than actual product delivery. The executives have also been setting up strawman arguments, claiming critics expected Apple to build a ChatGPT competitor rather than addressing the core issue: announcing features to sell phones that then don't materialize. The company's timeline communication has been equally problematic, using euphemistic language like 'in the coming year' instead of simply saying '2026' for features that won't arrive for nearly two years after announcement.

Developer Russell Ivanovic, in a Mastodon post: My guy. You announced something that never shipped. You made ads for it. You tried to sell iPhones based on it. What's the difference if you had it running internally or not. Still vaporware. Zero difference. MG Siegler: The underlying message that they're trying to convey in all these interviews is clear: calm down, this isn't a big deal, you guys are being a little crazy. And that, in turn, aims to undercut all the reporting about the turmoil within Apple -- for years at this point -- that has led to the situation with Siri. Sorry, the situation which they're implying is not a situation. Though, I don't know, normally when a company shakes up an entire team, that tends to suggest some sort of situation. That, of course, is never mentioned. Nor would you expect Apple -- of all companies -- to talk openly and candidly about internal challenges. But that just adds to this general wafting smell in the air.

The smell of bullshit. Further reading: Apple's Spin on the Personalized Siri Apple Intelligence Reset.

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