Not for the first time that Apple had to take a second bite but it’s become clearly so with the latest and the ‘First’ ever concerted campaign on Siri only.
A little time back Siri used to be just another feature in the Grand iPhone launches, but looks like this time Siri is the launch. See it for yourself!
Clearly Apple has changed a lot with this communication.
For starters Apple never had a star endorser ever in my memory. This is a first. That’s also probably because Apple products had such huge halo effect around them that they never needed someone else talking about them. Products were the Hero. Dwayne Johnson partners with Siri in this communication. The intent might be right but to me I thought, they don’t make beat of partners – I would any day pick Robert Downey Jr. With Rock things look forced, with Ironman – I think they would have flowed.
Next, Apple has always been known to talk about the devices and their capabilities and not what can they do for you. That was for you to figure out. The assumption always has been that the devices are built so well that they just fit in your life. With this communication things change a lot – This talks about how Siri can help you achieve so much in a day. Make you super productive but the Use Cases are too lofty – Nothing from the usual. On the other hand I find Alexa and Google a lot more relevant and reletable.
Google Home – So much about the real you
For Smart Homes Siri was the most serious operator. Siri with Homekit had long standing hardware partnership. So much so, that Siri’s voice and search capabilities were always talked second. This is where we will have to give it to Amazon Echo – with Alexa they balanced out both the smart home integration as well as the voice and ‘Search and answer’ capability.
So while Amazon started with voice and kept things light and engaging while building up all smart home capabilities. It’s been the other way around for Apple and Siri, or atleast they chose to talk about it that way.
Finally, this might be a greatly needed push when Apple Homepod gets introduced in the market – Ask anytime.
Laying foundation for the Homepod
Is it just in time, is it in enough measure, I am not so sure. What about the rest of us.
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