The European Union’s regulatory pressure continues to chip away at Apple’s meticulously guarded ecosystem. A new report from Bloomberg’s Mark Gurman and Drake Bennett reveals Apple’s plans to allow users in the EU to set a default voice assistant other than Siri.
This significant shift, impacting iPhones, iPads, and Macs, isn’t voluntary; it’s a direct response to the EU’s persistent push for greater openness through legislation like the Digital Markets Act.
For years, Siri has been the sole voice assistant on Apple devices, an exclusive, if at times underwhelming, part of the “seamless Apple experience.” However, Siri’s capabilities have lagged behind the rapid advancements in generative AI, with competitors like Google Assistant, Amazon Alexa, and even dedicated AI chatbots such as ChatGPT offering more robust interactions. Currently, Siri often acts as a mere go-between, forwarding complex queries to third-party services like ChatGPT. This step could soon become obsolete for EU users.
This move is a stark acknowledgment of Siri’s shortcomings. Apple’s much-touted “Apple Intelligence” revamp of Siri, unveiled at WWDC 2024, has faced significant delays, with features pushed back. Internal frustrations, including reports of a senior director calling delays “ugly and embarrassing,” highlight the challenges within Apple’s AI development. The company’s commitment to user privacy, while commendable, has also been cited as a limiter for AI’s ability to collect and utilize data for training large language models.
Opening up default voice assistant options is a strategic decision for Apple, designed to comply with EU regulations and provide a temporary solution to its ongoing AI struggles. This allows Apple to buy time as it grapples with a reported internal “crisis” concerning its AI strategy, including discussions of a complete rebuild of Siri. The competitive landscape, where Android devices have long offered default voice assistant choices, further underscores Apple’s critical juncture.
While some may see this as an erosion of Apple’s control, it could ultimately benefit users by offering greater choice and access to more capable AI tools. Apple’s services sector, a significant revenue driver, relies on integrated experiences, and an underperforming Siri threatens this cohesion. Eddy Cue, Apple’s Senior Vice President for Services, has reportedly voiced concerns that AI could disrupt Apple much like the iPhone disrupted Nokia, highlighting the high stakes. The ability to use alternatives like Google Assistant or ChatGPT directly, bypassing Siri, could offer a more efficient and powerful experience for many users.
(via Bloomberg)
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