Apple’s struggles to upgrade its Siri digital assistant have been well documented, and its failure to keep up with the likes of Google and Amazon has led some to suggest the company ought to scrap the product and start again.
However, such a radical move might make more sense than Apple thinks, as not only would it allow it to start again with a fresher product that works better, but the very name of Siri has become synonymous with mediocre service because of its very long use.
For context, Google has just scrapped its Google Assistant product in favour of its newer, better, and easier to use ‘Gemini’ product, and the change of name has been mirrored in the press.
By contrast, Apple continues to try and convince users to use Siri, where many see it as the laughing stock of the sector.
The one potential barrier to the strategy is that Siri is embedded across Apple’s products, so any plan to scrap it would need to involve considerable development work to replace it across the ecosystem.
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