Apple's Intelligent Assistant Reboot: Calling for a Fresh Name and Image

Apple's AI Dilemma and the Need for a Fresh Brand

Since its launch in 2011, Siri has been a hallmark of Apple’s AI efforts. However, by 2025, Apple finds itself lagging behind in the AI race. The company’s strategy to retain Siri for simpler tasks while introducing 'Apple Intelligence' for advanced features has faced significant setbacks:

• Promises Unfulfilled: Apple's advertisements and promises for iPhone 16 have misled customers, leading to a lawsuit over false advertising.
• Branding Issues: Both 'Siri' and 'Apple Intelligence' brands are now severely tarnished. Siri is seen as irredeemably flawed, while 'Apple Intelligence' is criticized for its clunky name and failure to meet expectations.
• Customer Frustration: A 9to5Mac poll revealed that the majority of users would prefer a third-party AI assistant due to Apple's delays and backtracking.

The Case for a New Brand

To revitalise its AI efforts, Apple needs a fresh start with a new name. This new brand should be:

• Short and Memorable: A name that is easy to remember and use.
• Friendly and Approachable: Maintaining the friendly tone of Siri but without any association with its failures.

Apple must shed the baggage of its past missteps and launch a rebranded AI assistant to regain user trust and market position.