Apple set to expand Siri, taking different route from Amazon's Alexa

Apple typically reveals the fresh version of iOS during WWDC and then runs it through developer testing through around September when it pushes it out for everyone to use.

Apple has been stingy about opening Siri up to third-party developers, and the assistant has suffered because of it. However, a recent study of personal voice assistants suggests that the Apple smart speaker might also stand out due to Siri's inferior intelligence. Drexel Hamilton analyst Brian White said he expects Apple to announce even more enhanced capabilities for Siri at this year's event. Apple hasn't introduced a totally new hardware category since the Apple Watch in 2015. It's an event that follows the trading strategy of "buy the rumor, sell the news". Tech company is expected to release iOS 11, macOS 10.13 and many other products including new iPads.

So far, Amazon's Echo and the Invoke smart speaker from Harman Kardon/Microsoft are being built to incorporate voice calling and messaging, but these devices are not as seamlessly integrated with smartphones the same way as the Apple speaker could be. This week, Microsoft also teased a digital assistant from HP, a small puck-like speaker akin to the Amazon Echo Dot. Apple says that over the past year, the number of downloads from the App Store has increased a whopping 70%.

Chief executive officer Tim Cook has emphasised Apple's services businesses over the past 18 months as iPhone sales slowed.

After the report of last week that stated Amazon and Apple preparing to roll out an App of Prime Video by Recode on Apple TV, it has now been roughly established that the app will strike Apple TV.

Apple hopes that more advanced acoustics technology will give the speaker an edge over competitors, according to people with knowledge of the product's development. The general consensus is that Apple needs to expand its virtual assistant into this growing area, possibly with the help of its Beats brand and technology. While the details about the rumored product haven't surfaced, it's likely it will play a key role in extending the reach of Apple's HomeKit, or its app for operating smart devices. It's almost a sure bet that Apple will unveil new software for the iPhone, Apple Watch, Mac and Apple TV during the conference.

An Apple-designed speaker with high-end sound quality that fits perfectly into the Apple ecosystem is a familiar pitch.

Today, Siri can make a reservation at a restaurant but not a hotel.

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