Apple Pulls iPhone 16 Ad Featuring “More Personal Siri” Amid Feature Delays

Apple has removed an ad for the iPhone 16, titled “more personal Siri,” after announcing a delay in the rollout of its enhanced Siri features originally planned for iOS 18.

What Was in the Ad?

The now-private YouTube video starred English actor Isabella Ramsey, one of three promotional videos released in September before iPhone 16 pre-orders. In the ad, Isabella is seen asking Siri for the name of someone they had a meeting with at a particular restaurant the previous month. The video had also been shared unofficially on Instagram, and the clip has been embedded below for reference.

Apple initially described the ad as highlighting a transformative Siri experience:

Equipped with awareness of your personal context, the ability to take action in and across apps, and richer language understanding, Siri will be able to assist you like never before.

Siri’s Delayed Rollout

Apple has since admitted that the personalized Siri features will take longer to release than expected. The company now promises these features will roll out “in the coming year.”

These advanced Siri capabilities were first showcased at WWDC during the iOS 18 introduction. They were set to include personal context awareness, better onscreen integration, and improved app functionality. However, the delay has raised doubts about when—or if—these updates will arrive.

Concerns Over Siri’s Future

Bloomberg’s Mark Gurman reports that the Siri features now won’t launch until next year at the earliest. Some Apple AI team members even speculate that the features may be rebuilt entirely from scratch.

Another challenge lies in hardware limitations. According to insiders, the more personalized Siri capabilities might require more powerful devices. As a result, Apple may either scale back the features or accept slower performance on current devices.

For now, Apple users will have to wait to see how Siri evolves—or if these ambitious features will ever make it to their screens.