Narrative: Amazon is Ahead in Voice
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Narrative: Amazon is Ahead in Voice (Dec 27, 2016)
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Amazon Expands Program Paying Popular Alexa Developers (Aug 16, 2017)
Anker Debuts Cheaper Echo Dot Competitor Featuring Alexa (Aug 9, 2017)
Xiaomi Announces $45 Smart Voice Speaker (Jul 26, 2017)
Apple Launches Siri Ad Campaign Featuring Dwayne Johnson (Jul 24, 2017)
Yesterday, actor Dwayne Johnson (also known as The Rock) tweeted a tongue-in-cheek teaser for an ad campaign with Apple centered on Siri, with a three-minute ad posted to YouTube later. The ad campaign is only one of the things to talk about here, though, because the reaction to the teaser is worth discussing too. The campaign itself comes at an interesting time for Siri, given the massive media attention paid recently to the much smaller but arguably hotter home voice speaker market and the dominant assistant in that space, Amazon’s Alexa. Note that the Siri campaign is all about Johnson going around getting stuff done, and that of course is the major weakness of Alexa today: it’s basically useless away from home. There’s no direct jab here from Apple, but it’s clearly one of the underlying messages that Siri is with you throughout your day no matter where you are (albeit not, as the ad suggests, in space). But the other thing worth noting is how many people reacted to the teaser by taking it literally, or in other words believing that Apple was actually making a full-on movie featuring Siri and Johnson. That’s so absurd as to be laughable, but I’m pretty sure it’s the context of Apple’s recent push into original content and the negative response in much of the media to its Planet of the Apps show that makes it suddenly seem plausible. Once Apple starts spending serious money on content, and demonstrates that it’s willing to make shows featuring its own products and services prominently, almost anything seems possible. At this point, releasing Planet of the Apps first feels like it was a big mistake in launching Apple’s original content strategy – it’s set the tone for what’s to come, and though future offerings will hopefully be more compelling to a wider range of Apple customers, the reaction to this Siri campaign is a great encapsulation of the expectations Apple has now set. It’s got work to do.