A Bloomberg report over the weekend suggested that Apple has created a new Answers, Knowledge and Information team as part of its Apple Intelligence efforts.
While that might not sound like a huge deal, effectively just catching up with what others are doing, I actually think it’s about the smartest thing the company could be doing right now in terms of addressing Siri’s reputation …
The continuing Siri crisis
Earlier this year, Apple had to admit that plans for three new Siri features are “going to take us longer than we thought” – with no real explanation, and no new delivery date. As we noted at the time, these are the very features which promise to make Siri truly intelligent:
Personal context (understanding things like “When is my mom’s flight landing?”)
On-screen awareness (being able to do things like “Add this address to her contact card”)
In-app actions (for example, “Make this photo pop, and add it to my Miami 2025 note”)
The company also quietly deleted an iPhone 16 ad in which it promoted these features, and added new disclaimers to its website. Many criticized the company for advertising non-existent features, and even John Gruber – who Apple used to make a statement – had had enough.
Apple’s Answers, Knowledge, and Information team
Bloomberg’s Mark Gurman Apple formed a new team earlier this year known as Answers, Knowledge and Information.
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