Apple's more open approach to developers marks a notable shift in the company's platform strategy, according to Dawson. "Apple has just reached a tipping point in its thinking about owning the experience around key functions versus making them as good as they possibly can be by opening things up," he says. "It's a sign that Apple feels secure enough about its core value proposition that it's willing to open up these functions to third parties after such a long time."
External devs could help Siri find her true voice
The changes coming to Siri, Apple's voice-activated virtual assistant, might be the most important of all. "Siri services over two billion requests a week from customers," said Craig Federighi, senior vice president of software engineering at Apple, during the keynote. Siri communicated with users hundreds of billions of times since it was released five years ago, and usage rates should rise as the feature becomes more useful thanks to a much-needed assist from developers.
"Opening up Siri will make an enormous effect on the experience," Moorhead says. "It's apparent Apple has been working on this for a long time and, in many ways, appears ahead of where Google is with their developers on an intelligent agent. I believe if Apple lets people under the AI covers we will see elements of AI leadership."
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