Apple’s Siri is Far from Star Material – So the Brand Turns to ‘The Rock’ to Convince us Otherwise

While I have a long list of gripes with Siri (she can’t even answer the question ‘What model iPhone do I have?’ or make it all the way through an email without botching it) Apple has at least put together a fun new ad with Dwayne “The Rock” Johnson.

They had to do something.

According to new data released earlier this year by app-measurement company Verto Analytics, Siri lost 7.3 million monthly users or about 15% of its total U.S. user base between May 2016 and May 2017. Even those that are still using Siri have lost their passion for it Verto added.


If Siri herself is not yet made of star material, Apple is making a bid to position it as so by pairing the product with a real star brand.

It’s a risk, however, as anyone who might be swayed to switch to Apple will quickly be disappointed once they query Siri for anything beyond the weather, listening to their favorite song (possibly) or converting measurements.

For now, Google is my go-to virtual favorite. It requires some extra effort, but until Siri can get it together, it will take more than The Rock to get me to go to that hard place.

Carry on.



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