In a new X post, analyst Ming-Chi Kuo says Apple may rename Siri. However, the Sellers Research Group (that’s me) says it won’t happen.
In talking about “Three Key Points to Watch at Apple WWDC” Kuo has this to say:
1. Apple’s AI strategy takes center stage, with updates like UI changes and OS improvements playing a secondary role.
2. No major breakthroughs in Apple’s AI technology are expected. Still, with the market’s limited expectations, Apple can meet them by clearly explaining how AI features will work on devices and outlining a development timeline.
3. Apple’s on-device AI implementation will likely focus on several aspects: 1) Rebranding Apple Intelligence/Siri, 2) Integrating AI at the OS level to improve overall user experience, 3) Providing tools for third-party developers to incorporate AI into their apps, 4) Strengthening privacy protections through software and infrastructure, and 5) Forming partnerships with more leading AI service providers.
Last year’s AI announcements fueled optimism about Apple’s AI prospects, but a lackluster year of AI rollouts may temper that enthusiasm this year.
Many believe Apple will leverage its ecosystem, chip development, and product design strengths to finally gain a foothold in the AI market. While this view is reasonable, it’s an obvious conclusion that doesn’t require deep analysis. Apple’s existing strengths ensure its hardware can deliver AI services effectively, but they don’t guarantee differentiation or a sustainable competitive advantage in AI.
A lot of what Kuo predicts seems logical. However, despite the issues with the delayed version of a “personalized” Siri, I see no good reason to rebrand the personal digital assistant.
