Wednesday, September 10, 2014

Tim Cook Says, "People Want to Relate to Their Phone in a Different Way"

About two years ago, Tim Cook, CEO of Apple, was interviewed and asked about Siri. His response was, "I think Siri has proven to us that people want to relate to their phone in a different way. Yes it can be broader and so forth, but we see unbelievable potential here. I think you're going to be happy with where it's going. We're doubling down on it." (

Fast forward 2 years, we can tell that they are doing some serious upgrading to Siri technology to keep up with the competition. As we mentioned yesterday, Siri has some interesting new features to appear in the updated iOS8. Back in August, Apple submitted a patent application for a Siri-like virtual assistant for Mac's ( And now, they are expanding their Siri office in Boston to accommodate their continued work on speech recognition technology. "Earlier this year a report in June suggested Apple could be looking to replace Nuance as the speech recognition component used for Siri pointing to several new hires at the company." (

Siri, and other Virtual Assistants alike, provide users with a sense of connection to their devices, making it more personal. It has completely changed the way humans interact with not only our phones, but technology in general. Virtual Agents are being used more and more for customer support (helping users solve their own problems), sales (giving users knowledge and recommendations based on specific, personalized information), and care (letting users know information about their shipments/orders).

Do you agree that Siri has changed the way we relate with our devices? Imagine a life with a more intuitive and interactive Virtual Assistant; similar to a trusted 'pal' that can predict your needs/wants, give you relevant information in real time, and assist you with things such as scheduling, shopping, and controlling other devices. Siri might not be there yet, but it seems that the future of Virtual Assistants is moving in that direction.