Even when Siri gains new capabilities, like ordering an Uber (a feature available for 10 years), adoption remains abysmal. The core issue is that users have been conditioned for a decade not to trust Siri to perform tasks correctly, making them default to manual app usage.
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According to reporter Mark Gurman, the Siri brand has suffered so much damage over 15 years that a technology upgrade alone might not be enough. He questions whether the negative perception is "insurmountable" and suggests that if the new version is truly excellent, Apple may "have to change the name" to signal a genuine break from its unreliable past.
Users frequently write off an AI's ability to perform a task after a single failure. However, with models improving dramatically every few months, what was impossible yesterday may be trivial today. This "capability blindness" prevents users from unlocking new value.
Despite its hardware prowess, Apple is poorly positioned for the coming era of ambient AI devices. Its historical dominance is built on screen-based interfaces, and its voice assistant, Siri, remains critically underdeveloped, creating a significant disadvantage against voice-first competitors.
Despite the power of new AI agents, the primary barrier to adoption is human resistance to changing established workflows. People are comfortable with existing processes, even inefficient ones, making it incredibly difficult for even technologically superior systems to gain traction.
Apple is replacing Siri with a chatbot, a strategic reversal of its long-held view that AI should only be woven into existing features. This acknowledges the market success of conversational interfaces popularized by OpenAI and Google, suggesting a dedicated chat experience is now essential for a modern OS.
Apple is revamping Siri into a full-fledged AI chatbot, a strategic shift away from its previous stance of embedding AI invisibly within apps. This acknowledges the market dominance of the chatbot interface.
Apple's forthcoming Siri overhaul, codenamed "Campo," signals a strategic shift away from the traditional app-based ecosystem. The goal is to create an AI agent capable of executing complex, multi-app tasks via natural language. This "agentification" of the operating system positions the App Store and individual apps as legacy interfaces over the long term.
The concept of a fully automated financial agent appeals to tech-savvy power users but overlooks a critical barrier for mass adoption: trust. The average person is uncomfortable with an algorithm moving their money without explicit instruction, making this a product built for creators, not the actual market.
Contrary to expectations, wider AI adoption isn't automatically building trust. User distrust has surged from 19% to 50% in recent years. This counterintuitive trend means that failing to proactively implement trust mechanisms is a direct path to product failure as the market matures.
According to Bloomberg's Mark Gurman, Apple's 2018 hiring of Google's AI chief was a strategic disaster that left the company far behind in AI. The subsequent multi-billion-dollar deal to integrate Google's Gemini model into Siri is a stark admission of this failure, forcing Apple to rely on a direct competitor for core functionality.