[graypegg]

Watching the keynote at our office on a big screen and everyone collectively sighing when they announced the name felt indicative haha.

I think it just feels uncreative? Siri as a brand has some value, but if you want it to feel like a watershed moment where old Siri is "behind us" finally, just give it a new name.

[reconnecting]

I don't think Apple has the option to rebrand Siri at this stage, assuming people actually call Siri by name. However, turning AI into 'Apple Intelligence' doesn't feel creative either.

[xp84]

> assuming people actually call Siri by name

This doesn't follow for me. They can trivially allow it to still respond to the old wakeword. They should absolutely change the name in the event they can finally make it useful, because "Siri" is (in my mind and many others') a synonym for "hapless idiot." "Thanks, Siri" has been uttered hundreds of time in my house and my car, and 100% of the time it's sarcastic.

[graypegg]

Same thing in my head. I only see this going one way, which is tons of people hear that Siri “got better” after this update.

Many of those people will speak a language that’s not English, or live in the EU or China where it’ll still be “Siri”, not “Siri AI”.

“Do you have the new Siri?”

“Yeah I updated… but she still seems so dumb”

“Oh yeah… well that’s Siri for you I guess”

Horrifying for marketing folk, I would presume. You’re just setting people up to confirm that Siri is always useless and improvements are invisible.

[spike021]

we were doing the same thing and giggling a bit that it's basically "AI AI" now. realistically a lot of people thought of Siri as AI already.

[ryukoposting]

Or just keep calling it Siri, and announce "hey look, Siri does some cool new things."

AI is a technology, not a product. Consumers don't care about technologies, they care about what the product does versus what they currently have.

I think Jobs was an asshole, but one good thing I can say about him is that he understood the difference between technology and products. Imagine if they had called it the "iPod HDD."

[graypegg]

The ergonomics of “the new X” sort of fall apart when you’re releasing it in stages. (Not in EU/only in English) It spawns a lot of conversations like “do you have the new Siri? Uh… I think so? It’s still crap though.” You cart around this bad brand image because you pitch this big watershed moment and 2/3rds of people are still using the “wrong” Siri.

Siri and Voice Control were both usable during the same time and it feels like it could work here too.

Totally agree that AI is just an implementation detail though. IMO that new product name should NOT have “AI” in it at all.

[threetonesun]

It's going to be weird though when my phone has Siri AI and my Homepod has Siri... "please ask on your iPhone" edition. I also don't quite get the distinction of Siri as an app versus the Siri I yell at to make my TV do something.