Name: 為什麼 Siri 不再是蘋果的重要賭注？ (Why isn't Siri Apple’s big bet anymore?)
Uploaded: 2025-06-12T21:01:10.000Z
Duration: 4 min 20 s

過去簡單式

Apple's WWDC this year had a lot of fanfare attached, new software, Formula One references, and a piano man crooning the text of different app reviews.

蘋果在今年的 WWDC 上大張旗鼓地發佈了新軟體，提到了一級方程式賽車，還有一位鋼琴演奏家在吟唱不同應用的評論文章。

But the elephant in the room, or not in the room, was Siri.

但房間裡的大象，或者說不在房間裡的大象，是 Siri。

頻率副詞

Even as Apple's famous AI assistant has been marketed pretty hard over the past year as a key part of the company's AI centric plans for the future of everything, it was barely mentioned at all.

在過去的一年裡，蘋果 將其著名的 AI 助手作為公司以 AI 為中心的未來萬物計劃的重要組成部分進行了大力推廣，但卻幾乎沒有提到它。

Honestly, the most attention Siri got at WWDC this year was when Apple explained that some of its previously promised features were behind schedule.

老實說，Siri 在今年 WWDC 上最受關注的一次，是蘋果解釋說其之前承諾的一些功能落後於計劃。

As we've shared, we're continuing our work to deliver the features that make Siri even more personal.

正如我們所分享的，我們將繼續努力，提供讓 Siri 更加個性化的功能。

In the keynote, Apple said it had updated Siri to be more natural and more helpful, but personalization features that it promised us a year ago and said it would roll out by now still aren't here.

在主題演講中，蘋果說它已經更新了 Siri，使其更自然、更有用，但它一年前向我們承諾並說現在就會推出的個性化功能仍然沒有出現。

It was especially noticeable because Apple's marketing push for Siri last year included TV ads for a revamped Siri that could give a user more control over their apps and personalized answers.

尤其值得注意的是，蘋果去年對 Siri 的營銷推廣包括電視廣告，宣傳改版後的 Siri 可以讓用戶更多地控制自己的應用程式，並提供個性化的回答。

Those ads were later pulled because those features weren't coming anytime soon.

這些廣告後來被撤下，因為這些功能不會很快推出。

Apple SVP Craig Federighi said the company was continuing the work to deliver those features, this work needed more time to reach our high quality bar, and we look forward to sharing more about it in the coming year.

蘋果資深副總裁克雷格-費德里吉表示，公司正在繼續努力提供這些功能。

Apple criticism has been mounting for a while, with people saying Apple intelligence and Siri are falling behind competitors like Open AI, Anthropic and Google in the generative AI race.

人們認為，在生成式 AI 競賽中，蘋果 AI 和 Siri 正在落後於 Open AI、Anthropic 和谷歌等競爭對手。

Those companies are showing off advanced voice modes, multimodal camera systems, and lots of other features.

這些公司正在展示先進的語音模式、多模態攝像系統和許多其他功能。

Apple's AI models aren't often mentioned alongside its competitors, and Apple intelligence had a rocky debut that included notification summaries that were so off the mark that the company had to disable them for some app categories.

蘋果的 AI 模型並不經常與競爭對手一起被提及，而蘋果 AI 的首次亮相也頗為坎坷，其中包括通知摘要過於偏離標準，以至於該公司不得不在某些應用類別中禁用它們。

Obviously, all AI models have issues. I mean, Google told people to eat rocks.

顯然，所有 AI 模型都有問題，我的意思是，谷歌曾讓人們去吃石頭。

But Apple hasn't seemed able to get any of this right.

但蘋果在這方面似乎還做得不夠好。

At the conference, Apple's strategy seemed to be rolling out a lot of small functional updates powered by Apple intelligence and partly by Chat GPT that could help it catch up to competitors.

在這次會議上，蘋果的戰略似乎是推出大量由蘋果 AI 技術和部分由 ChatGPT 支援的小型功能更新，以幫助其趕上競爭對手。

Apple's image playground now integrates with Open AI's tech and users can tap into Chat GPT to change a friend's photo into the style of an oil painting or other types of art.

現在，蘋果的圖片播放器與 Open AI 的技術整合在一起，用戶可以利用 ChatGPT 將朋友的照片改成油畫或其他藝術品的風格。

Apple gave developers access to the on device large language model behind Apple intelligence.

蘋果允許開發人員訪問蘋果 AI 背後的設備大型語言模型。

It also debuted live translation features that let users translate between languages in messages, FaceTime and phone calls.

它還首次推出了即時翻譯功能，讓用戶可以在資訊、FaceTime 和電話中進行不同語言間的翻譯。

And Apple pushed visual intelligence search features that allow users to search and take action on anything they're viewing across different apps,

此外，蘋果還推送了視覺智能搜索功能，允許用戶在不同的應用程序中對正在瀏覽的任何內容進行搜索並採取行動。

Users can ask ChatGPT questions on what they're viewing or search Google, Etsy and other apps to find similar products or images.

用戶可以就正在瀏覽的內容向 ChatGPT 提問，也可以搜索谷歌、Etsy 和其他應用程序來查找類似的產品或圖片。

To be honest, some of these features are things I've seen before from Google and Amazon.

老實說，其中有些功能我以前在谷歌和亞馬遜上見過。

I was personally most excited about the live translation features because that's something I can actively use while I'm traveling and it's something I haven't quite seen before.

我個人最興奮的是即時翻譯功能，因為這是我在旅行時可以積極使用的功能，而這是我以前從未見過的。

Some people had been waiting for Apple to use WWDC as an opportunity to announce it was expanding its AI options beyond ChatGPT, like allowing Siri to tap into Google's Gemini for complex user queries.

一些人一直在等待蘋果利用 WWDC 這一契機，宣佈將其 AI 選項擴展到 ChatGPT 之外，比如允許 Siri 接入谷歌的 Gemini 來處理複雜的用戶查詢。

But that didn't happen this time around either.

And it's something we might be waiting on for a few more months or even till the end of the year.

我們可能還要再等幾個月，甚至到年底。

Apple does some things with AI pretty well, like on device search, better audio quality and smart call screening.

蘋果在一些 AI  方面做得很好，比如設備搜索、更好的音質和智能通話篩選。

But a lot of tech giants, including Apple, have been promising for a while that super smart AI assistants are the future of the industry.

但是，包括蘋果在內的許多科技巨頭已經承諾過一段時間，超級 AI  助手是行業的未來。

We know what Apple's is supposed to be because Apple showed us last year.

我們知道蘋果的應該是什麼，因為蘋果去年向我們展示過。

But this year, Siri missed the party entirely.

但今年，Siri 完全錯過了這場派對。

And it's hard not to wonder just how far behind it really is.

這不禁讓人懷疑它到底落後了多少。

I'm Hayden Field. I'm the Verge's new senior AI reporter and I'll be tracking all the stuff these companies are doing to catch up in the AI space over at theverge.com.

我是海登-菲爾德（Hayden Field），我是《The Verge》的新任資深 AI  記者，我將在 theverge.com 網站上追蹤這些公司在 AI 
 領域所做的一切。