Apple once revolutionized the virtual assistant technology with their introduction of Siri. However, it seems that Apple has recently fallen behind other tech companies like OpenAI and Microsoft in the world of artificial intelligence (AI).
A new article from The Information highlights the personnel issues at Apple that have hindered the development process of Siri, their virtual assistant. Reports from more than three dozen former Apple employees, who worked in the AI and machine learning groups, explain how Apple has been held back by organizational dysfunction and a lack of ambition. This has caused their once groundbreaking assistant to become widely derided by the company’s own employees.
The Information article reports that those working on a new virtual reality headset for Apple have grown so frustrated with Siri, that they were considering creating an alternative voice technology.
So why is there so much chaos surrounding Siri’s development? Apple has struggled to retain employees who are essential to the advancement of the software, specifically those who left to work at Google. CEO Tim Cook reportedly tried to convince them to stay but Google CEO Sundar Pichai was apparently successful in convincing them to come work at Google.
Apple has also been reluctant to take big risks with AI (and Siri) due to their desire to maintain a good public image, particularly when it comes to bot gaffes – like those made by ChatGPT and Bard.
While AI companies are pouring billions into chatbot development, Apple seems content to focus on making physical products that beat the competition – a strategy that has been highly successful for them.
Apple will likely make minor improvements to Siri with the upcoming iOS 17, such as moving its on-screen interface to the Dynamic Island on compatible devices, and requiring users to only say “Siri” instead of “Hey Siri” to activate the assistant. However, these minor changes are unlikely to revolutionize the software.
The Information highlights the importance of Apple investing in AI development to improve Siri. Google and Microsoft have demonstrated their abilities to do so, while Apple seems to be staying out of the race. However, barring any major gaffes, Siri’s current state is unlikely to impact Apple’s long-term success in the technology industry.
