Is It Time to Say Goodbye to Siri?

Exactly a year ago, Apple promised a ChatGPT-like Siri. However, when the big reveal happened, the futuristic Siri was nowhere to be seen. Instead, Apple announced a deeper integration with ChatGPT itself, the very tool it partnered with last year. This shift raises questions about the future of Siri and Apple's AI strategy.

Siri's performance has been inconsistent. Users often encounter radio silence or unhelpful responses. For instance, Wall Street Journal journalist Joanna Stern asked, “Hey Siri, are you still alive in there?” to which Siri blandly replied, “I’m Siri, your virtual assistant.” This response hardly addresses the user's query, highlighting Siri's shortcomings.

Siri was groundbreaking when it launched in 2011. However, it has failed to keep pace with the rapid advancements in AI. To understand why, let’s look at its origins. Siri began as a US government-backed AI project called CALO (Cognitive Assistant that Learns and Organizes) in 2003. By 2010, the team launched the Siri app for the iPhone, which allowed users to book cabs and make dinner reservations via voice commands. It was a revolutionary concept at the time.

Apple acquired Siri Inc. in 2010 and integrated the technology directly into iOS. The debut on the iPhone 4S in 2011 was a hit, with users able to interact with their phones in a conversational manner. However, Siri has struggled to evolve since then.

One reason is Apple’s perfectionist approach. The company only ships products that meet its high standards, which can be a disadvantage in the fast-paced world of AI. While competitors like Google and Microsoft launch new AI tools frequently, Apple’s cautious stance has left it behind.

Apple’s commitment to user privacy is another factor. Apple insists on user consent before sending queries to ChatGPT and does not allow OpenAI to keep the data. This focus on privacy is commendable but makes it harder for Apple to train and improve its AI.

Despite teasing advanced features like smarter Siri and Apple Intelligence tools, Apple has faced significant challenges. For example, a summarization feature misfired, leading to incorrect and sometimes alarming summaries. These issues have eroded user trust.

Apple’s reluctance to invest heavily in AI also plays a role. The company has spent only $11 billion on capital expenditure over the past year, which is a fraction of what its competitors have invested. This cautious approach has limited Apple’s ability to catch up in the AI race.

Given Siri’s declining performance and the competitive landscape, it might be time for Apple to consider a clean break. Google and Microsoft have already rebranded their AI assistants, and Apple could follow suit. A total rebrand could allow Apple to start fresh and address the issues that have plagued Siri.

However, Apple’s perfectionist mindset and focus on privacy could still be strengths if the company moves faster. In the world of AI, the clock doesn’t wait, and the competition won’t either.

Rumors suggest Apple might be exploring the acquisition of Perplexity AI, which could be its biggest acquisition ever. This move could signal a significant shift in Apple’s AI strategy.

In conclusion, Siri’s reputation has taken a hit, and Apple might need to reassess its approach to stay competitive in the AI race.