IF YOU'VE HAD a passing interest in Apple over the past year, you've likely heard of the company's struggles in the AI race. Apple Intelligence, which arrived slightly late after the launch of the iPhone 16, fell short of expectations, and Apple has yet to deliver the much-improved Siri it promised at WWDC 2024. Siri got a new look and an integration with ChatGPT, but its ability to understand your personal context via emails, messages, notes, and calendar was “indefinitely” delayed earlier this year as Apple is reportedly facing several challenges.
Even if Apple delivered a better Siri, would people use it? Despite arriving first, Siri has long been derided by iPhone owners, often the butt of a joke, as Google Assistant and Alexa rose to the top. But if Apple wants its customers to take the supposed improvements coming to the voice assistant seriously, it should consider taking a page from Google and killing it off for something new.
Google has no problem with pulling the plug when things aren't working, or priorities change. In fact, the search giant has a history of killing so many of its services that there’s a website dedicated to tracking all the gravestones. One of its most recent terminations? Google Assistant.
