Apple’s Siri needs to become a ‘bicycle for the mind’

It’s time for a Siri redesign. I’m not talking about new search domains or new voices, but a fundamental revision of what the Apple voice assistant does and who it is for.

What could be

Apple users need their products to do things. Designers, architects, entrepreneurs, videographers, statisticians, doctors, students, all kinds of creatives and knowledge workers, these people use their devices to get things done. Siri needs to help them with that.

I read all the criticisms made against Siri. Some seem overblown, but not all of them. The one thing that rings true is the notion that Siri attempts to deliver too much for too many people. There’s the home automation Siri, the smart conversation Siri, the alternative UI Siri, the Siri that plays the wrong track and the Siri that never quite understands what you want it to do.

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