Should Apple Kill Siri and Start Over?

Few features have promised to revolutionize the way we interact with our Apple devices as much as Siri, the company's ubiquitous virtual assistant. Launched in 2011, Siri was introduced as heralding a new era in human-computer interaction, offering an intuitive voice-controlled interface for accessing information, scheduling appointments, sending messages, and much more. The vision was grand: A personal assistant in your pocket, capable of understanding and acting upon a wide array of voice commands with ease and accuracy. So what happened?

Should Apple Kill Siri Feature
Enthusiasm for Siri has undeniably waned in the intervening years. Despite regular updates and improvements from Apple, Siri has struggled to keep pace with its advancing rivals, and in an era of generative AI chatbots and large language models, Siri's failings have only been magnified. Issues ranging from misinterpreted commands to limited contextual understanding have not only hindered Siri's usability but have also led to an almost universal perception of the virtual assistant as a source of user frustration rather than assistance. This persistent underperformance begs the question: Is it time for Apple to kill Siri and start over?

Siri's Birth Pangs

Siri's conceptual roots at Apple can be traced back to the company's early exploration of human-computer interaction. Thirty years ago, Apple commissioned a group of employees to create a video showing how in the future humans might interact with computers using spoken language. The video, known as "Knowledge Navigator," featured a professor chatting with a virtual assistant to perform everyday tasks and academic research. In one of the tasks, the professor asks the assistant to search for a five-year-old publication. The assistant pulls up an article dated 2006, suggesting the video is supposed to be set in September 2011.

The video was criticized at the time for being an unrealistic portrayal of the capacities of a virtual assistant in the foreseeable future. Yet the demonstration inspired developers Adam Cheyer, Dag Kittlaus, and Tom Gruber, who began AI research on virtual assistants at SRI International, a DARPA-funded research laboratory in Menlo Park, California. Their work would result in a spin-out called Siri, named by Kittlaus after a co-worker in Norway. (Siri is short for Sigrid, which has its origins in Old Norse for words meaning "victory" and "beautiful".)


In February 2010, Kittlaus launched Siri as an app on Apple's App Store. Steve Jobs soon began playing with the app and was impressed with how it allowed the user to search the internet by voice. A few weeks later, Apple acquired the start-up. Siri's AI backend was in place, while its voice recognition technology would be supplied by Nuance Communications. Apple subsequently released its Siri virtual assistant (in beta) for the iPhone 4S in October 2011, just one month later than the fictional future in which Knowledge Navigator had been originally envisioned.

Fiction vs. Reality

Apple marketed Siri as more than just a tool — it was your intelligent assistant ready to help with a variety of tasks. Whether setting reminders, sending texts, making phone calls, or finding information online, Siri aimed to streamline it all with a simple voice command. There was nothing like it at the time and the initial results were impressive, but the underlying promise was that Siri would not only understand you but also learn from you, becoming more efficient and personalized over time.

siri phil schiller
Regular iOS updates in the intervening years have worked towards making Siri more effective and realizing its original promise. Whenever a new iOS feature comes along, Apple usually ensures that it works with Siri, and these days it can be used to identify songs, get driving directions, send money via Apple Pay, and control HomeKit products, to name just a few of its skills. In 2021, Apple announced that Siri would work offline by default – whenever possible, it would process user requests on-device, with the same quality of server-based speech recognition.

siri iphone 4s examples
However, even now, the assistant that was supposed to understand context and grow with the user still faces significant challenges with context, understanding, and integration, regardless of whether it pings Apple's servers or processes requests locally. Many Apple device owners often say it struggles with even basic commands. Indeed, many users believe that, at least in some areas, Siri's abilities have gotten worse over time, especially since the release of iOS 17.


Michael Tsai's blog has done a good job of recording users' more recent frustrations with Siri. Here are just a handful of serial issues some users have recently reported:

  • Setting timers instead of alarms.
  • Bungling music requests (even for purchases that Siri has local access to).
  • Delayed responses over fast data connections.
  • Nonsense responses to conversion requests.
  • Creating notes instead of reminders.
  • Acknowledging requests without acting on them.
  • Overwrought punctuation when dictating.
  • Inability to consistently control smart devices.

The list could go on. But has Siri really gotten more stupid? Could most issues be put down to fringe use cases, or over-expectations in a brave new world of chatbots powered by immensely resource-heavy large-language models? Consider what Walt Mossberg said in 2016, writing for The Verge:

Before Apple bought it, Siri was on the road to being a robust digital assistant that could do many things, and integrate with many services — even though it was being built by a startup with limited funds and people. After Apple bought Siri, the giant company seemed to treat it as a backwater, restricting it to doing only a few, slowly increasing number of tasks, like telling you the weather, sports scores, movie and restaurant listings, and controlling the device's functions.

...On too many occasions, Siri either gets things wrong, doesn't know the answer, or can't verbalize it. Instead, it shows you a web search result, even when you're not in a position to read it.

Many users would agree that very little has changed in the past eight years.

AI Hopes on the Horizon

Apple's next major software update, iOS 18, is rumored to include new generative AI features for Siri that will assist users in their daily lives. "Generative AI" is the key term here. The concept surged in popularity in late 2022, when OpenAI released its ChatGPT chatbot that can reply to questions and prompts with unnervingly nuanced human-like responses. The company has since expanded into generative AI tools for images and videos.

iOS 18 Mock Siri Feature Baubles
One leaker has suggested that Apple is planning to use large-language models to entirely revamp Siri and turn it into the "ultimate virtual assistant." Rumors suggest that improvements could come in the form of better natural conversation capabilities (potentially aided by an improved iPhone microphone) and improved user personalization. The new functionality is expected to be available across devices, so Siri may retain conversation information from one device to another. According to Bloomberg's Mark Gurman, one of the specific features Apple is developing is an improved interaction between Siri and the Messages app, which would let Siri auto-complete sentences more effectively and answer complex questions.

However, more recent reports have claimed that Apple is not planning to debut its own generative AI chatbot. Apple has reportedly held discussions with companies such as Google, OpenAI, and Baidu about potential generative AI partnerships, but Apple's first set of new AI features in iOS 18 will not rely on cloud servers at all, according to Gurman.

Move Over Siri?

Whether or not a groundbreaking incarnation of Apple's virtual assistant is on the cards, given the persistent issues that have tarnished Siri's reputation, could a new name and branding help Apple distance itself from past failures?

The idea of rebranding Siri into something entirely new has been floated by some observers in the tech world. Josh Johnson's blunt assessment echoes a common sentiment: "I honestly think Apple should kill the Siri brand. I'm not sure it can recover from the universal understanding that it’s just not good." He suggests the introduction of an LLM-powered assistant under a new name, proposing a fresh start to overcome the negative associations that currently plague Siri.

Ty Belisle supports a drastic transformation, noting, "I've thought they should make a very bold 'Siri 2.0' announcement, but it's true the name Siri is so spoiled that they should ditch it." He also points out the practical benefits of a new name, such as reducing accidental activations — a problem that shorter names like "Siri" often face.

siri symbol iphone feature
John Gruber's perspective underscores the importance of first impressions and the long-term effects of Siri's underwhelming performance: "First impressions really matter, but in Siri's case, it's over a decade of lived experience." If Apple has significantly improved its voice technology, he argues, it should be introduced under a new brand to signify a clean break from the past.

These voices present a compelling case for rebranding, but Apple would face significant risks if it introduced a new virtual assistant. Siri is deeply integrated into Apple's ecosystem and recognized worldwide. Abandoning the brand could confuse and alienate existing users who are accustomed to the name and functionality, despite its flaws. That being said, unlike Amazon's Alexa and Google's assistant, Siri has become the butt of numerous jokes. A new name and persona for the assistant could potentially revitalize its image, but Apple would have to ensure that any new product lives up to its promises, otherwise another misstep could be potentially disastrous.

What are your thoughts about and experiences with Siri? Has its performance gotten better over time as Apple's software has become more complex, or is it in a death spiral? Let us know in the comments.

Popular Stories

Apple One Apps Feature 2

Apple One's Best Plan Now Includes Two More Perks For Free

Monday March 10, 2025 6:40 am PDT by
Apple One allows you to subscribe to up to six Apple services for one discounted monthly price. There are three Apple One tiers: Individual, Family, and Premier. Over the last month, the highest-end ‌Apple One‌ Premier plan has gained two additional perks. Here is what Apple One Premier already included, for $37.95 per month:Apple Music Apple TV+ Apple Arcade Apple News+ Apple Fitness+...
Generic iOS 19 Feature Mock Light

iOS 19 Will Bring Biggest Design Overhaul Since iOS 7

Monday March 10, 2025 12:17 pm PDT by
Apple is planning for a major design overhaul of the iPhone, iPad, and Mac interfaces with the introduction of iOS 19, iPadOS 19, and macOS 16 later this year, reports Bloomberg. The update will "fundamentally change" the look of Apple's operating system, introducing a more consistent cross-platform experience. Apple plans to update the style of icons, menus, apps, windows, and system...
airpods pro 2 gradient

AirPods Pro 3 Launch Now Just Months Away: Here's What We Know

Tuesday March 11, 2025 3:26 am PDT by
Despite being released over two years ago, Apple's AirPods Pro 2 continue to dominate the wireless earbud market. However, with the AirPods Pro 3 expected to launch in 2025, anyone thinking of buying Apple's premium earbuds may be wondering if the next generation is worth holding out for. Apart from their audio and noise-canceling performance, which are generally regarded as excellent for...
2016 12 inch macbook feature

Apple Introduced Its Most Controversial MacBook 10 Years Ago Today

Sunday March 9, 2025 1:00 am PST by
Apple announced the infamous 12-inch Retina MacBook a decade ago today, an experimental new Mac that was as controversial as it was revolutionary. Apple unveiled the 12-inch MacBook on March 9, 2015, at the "Spring Forward" event in San Francisco, California. The event was primarily focused on the Apple Watch, which was being fully detailed ahead of its launch the following month, so the...
iOS 18

12 New Things Your iPhone Can Do in iOS 18.4

Monday March 10, 2025 9:28 am PDT by
Apple is set to release iOS 18.4 in early April, bringing further refinements to Apple Intelligence features, a neat new capability to iPhone 15 Pro devices, new emoji, and more. While not quite as packed with new features as Apple's preceding iOS 18 point releases, iOS 18.4 still introduces enhancements that aim to make your iPhone smarter and more intuitive. Below, we've listed 12 new...
iphone 17 mockups idevicehelp

Video Shows iPhone 17 Mockups Based on 'Internal Documents'

Monday March 10, 2025 4:41 am PDT by
YouTuber iDeviceHelp on Friday posted a video that shows off mockups of Apple's forthcoming iPhone 17 models that are purportedly based on "internal documents." We're sharing the video here since it was made in collaboration with leaker Majin Bu, who last month published similar iPhone 17 renders that were widely corroborated by separate leakers with links to Apple's Chinese supply chain....
iOS 18

iOS 18.3.2 Update Coming Soon for iPhones

Monday March 10, 2025 7:25 am PDT by
Apple employees are internally testing iOS 18.3.2 for iPhones, according to our website's visitor logs, which have been a reliable indicator of upcoming iOS versions. The software update should be released in the next week or two. iOS 18.3.2 will be a minor update that addresses software bugs and/or security vulnerabilities. Don't expect any new features. iOS 18.3.2 will be an interim...
iPhone 16 Pro vs iPhone 17 Air Feature

iPhone 17 Air and 17 Pro Max Allegedly Same Size Apart From Thickness

Friday March 7, 2025 2:45 am PST by
Apple's all-new ultra-thin iPhone 17 Air shares the same dimensions as the iPhone 17 Pro Max, with the only difference being in the thickness of the devices, according to the leaker Ice Universe. Posting to their Weibo account, the Chinese leaker today claimed that the iPhone 17 Air and iPhone 17 Pro Max have identical body length, width, screen size, and bezels. "The only difference is the...
iPhone 17 Pro Render Front Page Tech

iPhone 17 Pro Launching Later This Year With These 8 New Features

Tuesday March 4, 2025 3:15 pm PST by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. iPhone 17 Pro's alleged design via Front Page Tech Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone...

Top Rated Comments

fel10 Avatar
12 months ago
Yes
Score: 60 Votes (Like | Disagree)
0339327 Avatar
12 months ago
Apple already killed Siri by making it absolutely unusable.

Start over? Sure.

Just as the article quotes Jim Dalrymple, I too am beyond frustrated by Apple's continuous contempt for its customers.
Score: 47 Votes (Like | Disagree)
vertsix Avatar
12 months ago
Honestly, yes.

And give it a new name.
Score: 40 Votes (Like | Disagree)
madmin Avatar
12 months ago
As John McEnroe would say

You can not be Siri-less !
Score: 27 Votes (Like | Disagree)
NT1440 Avatar
12 months ago
I really don’t understand the absolute fixation on Siri here.

Occasionally I ask it to call someone or set a timer. What other things do I need an “assistant” for in my daily life?

For those who compare it to things like chatGPT, are you looking for Siri to write essays for you or something?

Downvotes are easy, maybe explain what you actually want out of a “new” Siri? If I could go back to the Voice Commands prior to Siri I would ?‍♂️
Score: 26 Votes (Like | Disagree)
System603 Avatar
12 months ago
Is that really a question? I hope they're already working on it with the help of LLMs to make their task easier.

Its understanding of context is practically non-existent. For instance, I want to know the battery percentage of my phone. I specify "my phone," but if my Apple Watch intercepts the question, it responds with the watch's battery level, completely ignoring the original request.

Asking it to perform more "complex" or sequential tasks is futile. For example, if I say, "Turn on the lights in the kitchen and living room, but not the ceiling one," the result is the same as if I were speaking in some alien language.

Not to mention using it with multiple languages intertwined, as happens in the real world (with people's names, song titles, places, etc.).
Score: 22 Votes (Like | Disagree)