Apple's Siri Analysis

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Apple’s Siri is eating Google’s lunch

By Nigam Arora

Student: John Huang

Service marketing article paper

MARK 361

Sarah Holding

Nov 14 th 2011


Siri is a personal assistant application for iOS. The application uses natural language processing to answer questions, make recommendations, and perform actions by delegating requests to an expanding set of web services. Siri claims that the software adapts to the user's individual preferences over time and personalizes results, as well as accomplishing tasks such as making dinner reservations and reserving a cab (Apple). “The question isn't whether Siri is a search engine that can replace Google's search box. It's a different kind of search -- one that could be the future.”---By Kevin Kelleher, contributor. Siri voice control on the iPhone 4S can answer questions, access information and deliver search results without displaying any advertising (Apple).


The article introduces the Siri---a voice controlled virtual personal assistant from Apple that relies on artificial intelligence, about how it works as a search engine. The author uses a small study at The Arora Report to analyze Siri may change people’s habit. The new habit will be using voice to find exactly what one wants without having to comb through a large number of results, some of which may not be relevant. This article also indicates that Siri searches information by asking a question in ordinary language and quickly finding the answer; it makes Google search look like a horse and buggy compared to a car. The problem for Google is that it makes most money from the most common searches. It is only a matter of time before Siri shifts search revenues from Google to Apple.

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