Apple's big mistake was marketing Siri as "Magical", developer

Apple had to release Siri as a beta product, but what they shouldn’t have done is marketed it as “magical”, says developer who went for the job.

Apple had to release Siri as a beta product, but what they shouldn't have done is marketed it as "magical", says developer who went for the job.

Ash Furrow, who is lead iOS developer for photo app 500px, was interviewed by Apple earlier this year to join the Siri development team. He thinks that the problem with Siri is that Apple hasn't managed users expectations. The company should have made it clear that the service was a beta that would get better over time. Instead the company hung advertising campaigns on Siri.

"They've done a pretty bad job of saying, "It's going to be an improving thing that gets better over time so bear with us, it gets better.' Instead, they kind of portrayed it as a magical product," Furrow told Business Insider.

Furrow noted that Siri had to be launched before it was ready because it had to learn the different way that people speak, something that a couple dozen people in Cupertino can't teach it.

Furrow explained: "Siri is a form of natural-language processing which takes a lot of conversation power. In order to cover the way that different people speak with all the different dialects, you can't just have a couple dozen people in Cupertino test it and say it works well. You really need a wide variety of people. The idea is you are talking to your phone to tell it what to do. It's really hard to test every possible combination. They needed the amount of people who are using it now to make it better because they need to train their algorithms to improve."

Steve Jobs would have "lost his mind over Siri," according to an ex Apple employee.

Siri is Apple's voice-recognition 'PA' feature on iPhones that has come under fire recently in a series of lawsuits that claim Siri doesn't work as advertised. Siri was tagged as beta when Apple launched the iPhone 4S, and yet the company still picked it as the lead feature in its advertisements for the new phone.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Karen Haslam

Macworld U.K.
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Cate Bacon

Aruba Instant On AP11D

The strength of the Aruba Instant On AP11D is that the design and feature set support the modern, flexible, and mobile way of working.

Dr Prabigya Shiwakoti

Aruba Instant On AP11D

Aruba backs the AP11D up with a two-year warranty and 24/7 phone support.

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?