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Siri – Apple’s Best Feature, Now a Problem for the Company

How can a now well-known feature for all iPhones become a problem for the company? For the general public things seem to be good enough when they interact with Siri. However, is that really the case?

iPhone 4s – where it all started

Reports have come up saying that the company rushed the integration of Siri on their iPhone 4s phones and this led them to put out a phone on the market than ran with software that was not yet fully developed.

The team that was in charge of developing Siri had a change in leadership: Scott Forstall, the iOS chief at the time, moved his attention to Apple’s newest project back then, Apple Maps, and enlisted the help of Richard Williamson. He was supposed to help lead the team. His attitude indicated otherwise. When Siri experienced some initial problems, he put all the blame on the team and none on his ability to lead this project.

After the flop of Apple Maps, both Forstall and Williamson were fired by Apple, in a move that one may call poetic justice, due to their bad leadership tactics.

The HomePod fiasco

People may not be aware of this but the Siri team only found out about HomePod in 2015. The company created a couple of prototypes for this project back in 2012 but, due to their habit of keeping things secret, the team only heard about this very late. This only shows how Apple could not face the competition that Amazon’s Echo created.

The problem with Apple

With the new competition lead by Amazon and Google, it looks like Apple is having a very hard time adjusting its services to fit the demands of the public. A number of former employees stated that the company is very much a phone design company at its core. The services that it offers still need to be worked on in order to be as great as Apple makes them out to be.

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