Siri has improved over the years, but when compared to competitor products like Amazon Alexa or Google Assistant, some believe that it is Apple’s focus on security that is holding back their own endeavors.
We’ve been hearing about the improvements to Siri for quite some time, and now, leading up to the arrival of iOS 11 (where Siri got another batch of bonuses and tweaks to improve the experience), Greg Joswiak has taken some time to speak to Fast Company and hopefully clear the air. Specifically, talk about the fact that he believes the conversation that security, or the fact that Apple handles it differently compared to other companies when it comes to handing over (or not handing over) customer information, is somehow holding Siri back. He calls that a false narrative.
“I think it is a false narrative,” said Greg Joswiak, Apple’s VP of product marketing. “It’s true that we like to keep the data as optimized as possible, that’s certainly something that I think a lot of users have come to expect, and they know that we’re treating their privacy maybe different than some others are.”
He goes on to add that Apple simply sees the customer differently. Meaning, Apple tries not to consider them a product, or treat them as such:
“We’re able to deliver a very personalized experience . . . without treating you as a product that keeps your information and sells it to the highest bidder. That’s just not the way we operate.”
Craig Federighi chimed into the conversation, too, adding that Siri has not just improved, but has become a base feature for a variety of different products and aims to streamline their products:
“Siri is no longer just a voice assistant . . . Siri on-device intelligence is streamlining everyday interactions with our devices.” Apple teams have “worked to make it a core part of all of our platforms”–iOS, MacOS, tvOS, watchOS, and HomePod.”
The full interview is available through the source link below. If you use Siri, do you think the experience has improved? Would you trade more of your information to gain more features?