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Apple Planning Big Improvements To Siri In Attempt To Gain Market Share

According to a new report, Apple Inc. (NASDAQ:AAPL) is looking to bolster its Siri voice assistant using advanced artificial intelligence (AI) software in an attempt to improve its waning smartphone market share.

Digitimes reports that Apple is working on what it’s called “advanced Siri”:

Apple acquired Australia-based machine learning startup Turi in August 2016, aiming to further strengthen the functionality, as well as the market share, of its Siri intelligent personal assistant. Meanwhile, market sources have also indicated that Apple’s next-generation iPhone devices are likely to come with enhanced Siri.

It’s unclear at this time whether the Siri improvements will be rolled out with the iPhone 8 — predicted to be released this fall — or another device (perhaps an iPhone 7S). The move may be geared toward better competing with Google’s Android:

Google has launched Google Pixel smartphones with Google Assistant and is expected to promote the adoption of the Google Assistant by other smartphone vendors, noted the sources, adding that Xiaomi has already adopted the Google Assistant.

Amazon and Google also have their own connected home speakers on the market now, an area that Apple could look to tap as well. With millions of fans worldwide, the company could gain a huge footprint in the market nearly overnight (as it did with its new AirPods). It just has to fix Siri first and make it worthwhile to use.

Apple Inc. (NASDAQ:AAPL) was trading at $119.99 per share on Tuesday afternoon, down $0.09 (-0.07%). Year-to-date, AAPL has gained 3.60%, versus a 1.85% rise in the benchmark S&P 500 index during the same period.

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