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Report outlines how Siri is holding up Apple’s entire product launch strategy

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We’re still waiting for Siri’s App Intents integration, which is key to its future product plans.
Apple’s Siri voice assistant is something of a punching bag in the tech industry, with numerous articles pointing out its inaccuracy and lack of cutting-edge features. (Even Apple itself has internally acknowledged that delays to the rollout of new features are “ugly and embarrassing.”) But a new report reveals that these shortcomings are more than just an embarrassment: they are holding up the company’s entire product launch strategy.
The issue, as Bloomberg reporter Mark Gurman writes in the latest edition of his Power On newsletter, is that Apple needs far more from Siri than it’s currently delivering. And it can’t push forward with these plans while the software remains so flawed.
“The real game changer,” Gurman explains, “is an upgraded version of App Intents that could finally make Siri the true hands-free controller of your iPhone.” And that has to wait for everything else.
App Intents is an umbrella term for the framework that allows app developers to integrate their software into Apple’s operating systems and have it interact with Spotlight search, Shortcuts, widgets, the iPhone’s Action button, and Siri voice commands. At the moment, Siri’s ability to operate within apps, particularly third-party apps, is fundamentally limited. But in the near future, Apple will enable Siri to find, edit, and share a photo; scroll through a shopping app, find a product, and add it to your cart; log into a service via voice alone, and leave comments on social media, among many, many other things.

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