The Information has published an in-depth look at how Siri has transitioned from one of Apple's most promising technologies into a "major problem" for the company. The article includes interviews with a dozen former Apple employees who worked on the various teams responsible for the virtual assistant.
Unfortunately., Apple is now geared towards making profits for its multi-millionaire shareholders than innovation. It's at every point in the company, from the cancelling of One to One in the Apple Stores which was a great help to me personally, to the 'bump' on the iPhone X (the joke of the smartphone world), to the lack of MacPro for years, to the lack go a lower priced Mac for those who cannot afford a Macbook Pro, and I could go on and on. Siri always gets it wrong. I saw reference to it in a recent X files episode, where Mulder asks for a particular track on in-car system attached to him phone. I have so-often asked Siri for a music selection in the car, or a film to be searched moron Apple TV. It's just a bit of a joke. Don't get me wrong, I'm still a huge fan, and wouldn't use anything else, but I think the powers that be need to think about the time when they were 'Innovators' rather than now when they are the 'Followers' of technology. They also need to take better care of people like me, who have old kit which they now call 'obsolete', and introduce opportunities to upgrade with a decent offer for tech which can still be made use of and recycled.
The report claims that many of the employees acknowledged for the first time that Apple rushed Siri to be included in the iPhone 4s before the technology was fully ready, resulting in several internal debates over whether to continue patching up the half-baked product or start from scratch.The team working on Siri was overseen by Apple's then iOS chief Scott Forstall, but his attention was reportedly divided by other major projects, including the upcoming launch of Apple Maps. As a result, Forstall enlisted Richard Williamson, who was also managing the Apple Maps project, to head up the Siri team.
According to the report, several former employees said Williamson made a number of decisions that the rest of the Siri team disagreed with, including a plan to improve the assistant's capabilities only once a year.
Williamson, in an emailed response to the report, wrote that it's "completely untrue" that he decided Siri shouldn't be improved continuously.Forstall and Williamson were
both fired by Apple in 2012 following the botched launch of Apple Maps on iOS 6. The former employees interviewed said they lamented losing Forstall, who "believed in what they were doing."
Another interesting tidbit is that the Siri team apparently didn't even learn about the HomePod until 2015. Last year,
Bloomberg News reported that Apple had developed several speaker prototypes dating back to 2012, but the Siri team presumably didn't know due to Apple's culture of secrecy.The report says that Siri is the main reason the HomePod has "underperformed," and said Siri's capabilities "remain limited compared to the competition," including Amazon Alexa and Google Assistant.Some former employees interviewed noted that "while Apple has tried to remake itself as a services company, its core is still product design."
Apple responded to today's report with a statement noting Siri is "the world's most popular voice assistant" and touted "significant advances" to the assistant's performance, scalability, and reliability.The full-length article is a worthwhile read for those interested in learning more about Siri's internal struggles and shortcomings.
The Information: The Seven-Year Itch: How Apple's Marriage to Siri Turned Sour
Article Link:
Former Apple Employees Reflect on Siri's 'Squandered Lead' Over Amazon Alexa and Google Assistant