A new report from The Information details the development of Siri, based on speaking with a dozen former Apple employees who were responsible for Siri's development and integration. The former employees spoke under condition of anonymity, and they paint an embarrassing picture of mismanagement that has led to the decline of Siri.
In 2011, when the iPhone 4s was introduced, Siri was a game-changer. No other phone had anything like it, and Apple knew it. The iPhone 4s TV ads focused on Siri, with celebrities like Martin Scorsese and Zooey Deschanel talking to their phone ("Is that rain?"). It was magical! Today, Siri's many failures have become a meme, while Alexa and the Google Assistant have raced ahead with greater capabilities and integration with other products and services. Worse, Siri's underperformance is dragging down important new products like HomePod.