“The pressure is on for Apple to catch up with Amazon and Google and deliver a dedicated home device for Siri,” Carolina Milanesi writes for Tech.pinions. “Or at least, this is what the current narrative would like you to think about how Apple is positioned in the race to the AI promised land.”
“With Siri soon to be on the Mac as well as on Apple TV, the iPad, the Apple Watch and, of course, the iPhone, Apple is making sure users are never too far from being able to search a file, ask for a movie, dictate a message or inquire about the weather,” Milanesi writes. “While all these devices might not have the super power Alexa is granted by having seven microphones all in one place, they are also not meant to be static in our home. Bottom line, Siri is always next to me, no matter if I am at home or not.”
“When you start to think about the assistant in the context of home access, it is also interesting to see how differently Apple is positioning its devices compared to Amazon,” Milanesi writes. “Apple positions the iPhone, the Apple TV and the iPad as home remote controllers that are smart and secure vs Amazon that allows Alexa to be tapped into by different devices. For the user, the final result is the same: switching off the lights, closing the garage and so on. The way they get there is very different and has implications on how consumers will see, not just the assistant, but also the brand behind it.”
Read more in the full article here.
MacDailyNews Take: We continue to believe there is some psychology at work here.
There could be a psychological component to this that leads people use Alexa over Siri precisely because they know the Echo is there (it’s a physical object), but forget about Siri being everywhere, even on their wrists (because Siri is embedded inside devices that are “for other things” in the user’s mind (telling time, watching TV, computing, phone calls, etc.) and therefore “hidden” to the user. Hence, Siri gets forgotten and goes unused while people use Alexa…
Again: We believe people use Alexa because Amazon Echo is a physical manifestation of “her,” while forgetting about Siri even though she’s on their wrists at all times and/or in their iPhones and iPads because Siri is hidden inside objects whose primary function is something other than “personal assistant” in people’s minds (watch, TV, phone or tablet, as opposed to “Siri.”) Alexa is present thanks to the Amazon Echo. Siri is absent because she has no such counterpart; no physical manifestation.
Siri is a ghost. Alexa is that cool, fun, glowing tube right there on the counter.
Apple would do well to not discount the psychology behind why people use certain features, even though cold, hard logic tells them it’s a redundant and unnecessary product.
An “Apple Echo” device would sell in the millions of units per quarter and boost Siri usage immensely.
Why an ‘Apple Echo’ would be a hit – June 15, 2016
New Apple TV to take on Amazon’s Echo, source says – May 26, 2016
Apple preps Amazon Echo rival, opening up Siri – May 24, 2016
Apple should make a stationary voice command device like Amazon’s Echo – May 19, 2016
Google unveils its Amazon Echo knockoff called ‘Google Home’ – May 18, 2016
Where’s Apple’s answer to Amazon Echo? – March 31, 2016
Amazon Echo leads mindshare in smart home platform war – February 29, 2016