When Apple first launched Siri in 2011 alongside the iPhone 4S, the company made a series of very compelling ads showing how you might use this newfangled voice assistant thing. In one, Zooey Deschanel asks her phone about delivering tomato soup; in another, John Malkovich asks for some existential life advice. There’s also one with Martin Scorsese shuffling his schedule from the back of a New York City taxi. They showed reminders, weather, alarms, and more. The point of the ads was that Siri was a useful, constant companion, one that could tackle whatever you needed. No apps or taps necessary. Just ask.
Siri was a big deal for Apple. At the launch event for the 4S, Apple’s Phil Schiller said Siri was the best feature of the new device….