There's a troubling atmosphere surrounding Apple, as longtime supporter John Gruber warns of a potential crisis for the tech giant following its beleaguered rollout of anticipated AI features for the iPhone. Gruber, who has been a steadfast advocate for Apple through the years, described recent events as indicative of a company in “disarray, if not crisis," claiming that their credibility is "now damaged."

This sharp critique came after the company announced that it would delay the release of several eagerly awaited updates. During its June event, Apple introduced a suite of AI capabilities dubbed Apple Intelligence, which aimed to enhance the functionality of the iPhone and other products. Among these updates was a significant overhaul to Siri, designed to make the virtual assistant more adept at handling various tasks for its users.

However, in a disappointing turn of events, Apple revealed that these much-promoted Siri updates would not be hitting the market as scheduled, with a new timeline extending to the “coming year,” which could push back the launch until late 2026. This announcement has left many analysts scratching their heads, questioning how a company with Apple’s resources could misjudge the timeline for such critical features.

In response to the backlash, Apple defended its progress, highlighting recent improvements to Siri, including new conversational capabilities, feature integrations like type-to-Siri, and collaborations with technologies such as ChatGPT. Despite these advancements, Gruber remains unconvinced, arguing that the decision to hype features that were not ready reveals a troubling trend within the company—a “promotion of bullshit” that could further tarnish Apple’s once-unassailable reputation for delivering high-quality products.

Gruber pointed to Apple’s history, recalling a time when the late Steve Jobs convened his team to address product failures. He urged current CEO Tim Cook to take immediate action to rectify the situation surrounding Siri and the broader AI ambitions of the company. "If such a meeting hasn’t happened or doesn’t happen soon, then I fear that's all she wrote,” he warned, emphasizing the risk of mediocrity setting in.

In an era where competition is fiercer than ever—with rivals like Google and Amazon making significant strides in AI technology—Apple’s struggle to keep pace could have far-reaching consequences. As consumers become increasingly discerning, the pressure is mounting for Apple to reclaim its reputation for innovation and excellence.

If the company fails to get back on track, it may indeed face a crisis that could change the tech landscape as we know it. As Gruber ominously puts it, “A culture of excellence, accountability, and integrity cannot abide the acceptance of mediocrity.”

Apple's next steps could very well determine whether the company rises to meet the challenges of the future or collapses under the weight of its own promises.