After the Siri and Apple Intelligence mess, a totally new name will be needed

I won’t reprise the sad story of how Apple went from being at the forefront of AI technology with the launch of Siri in 2011 to being hopelessly left behind in 2025. The company’s current approach appears to be to retain the Siri branding for simpler tasks, while using Apple Intelligence for the shiny new things – but there’s now an obvious problem with this … Most of those shiny new things haven’t actually materialized. The gap between what the company promised iPhone 16 buyers and what it has actually given them so far is huge. Again, no need to go over old ground – just the headlines tell the story: Indeed, things have reached the point where people are so fed up of waiting for Apple to fix things that a 9to5Mac poll revealed that the vast majority of readers would like the option of installing a third-party AI as their default iPhone assistant. Apple long since burned the Siri brandname. It’s so embarrassingly dumb, and has been the butt of so many jokes, that it’s now irredeem ... Read full article.