Bye bye secretaries, hello Siri: Apple’s plan for the virtual PA

In the 2013 film Her, Joaquin Phoenix falls in love with the voice of his computer assistant. by Economist A peppy crowd poured into the Bill Graham Civic Auditorium in San Francisco on September 9. They had turned up at the venue, which usually hosts rock concerts, to watch a show by Apple, a firm with a cult following of its own. Executives took the stage to unveil updates to the Apple Watch, iPhone and iPad, as well as a new television set-top box, which makes it easier to find TV shows and play games. The real star of the show, however, was Siri, Apple’s personal-assistant technology. Siri, which is already available on iPhones, responds to voice commands and will be embedded in Apple’s new TV remote controls, so users will…


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