Apple 2.0

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Apple's new Siri ad: Remind me to do WHAT again?

February 10, 2012: 9:39 AM ET

Would that the iPhone's intelligent assistant were as smart as the latest TV ad suggests 

Based on my experience with the iPhone 4S, Apple (AAPL) is doing something very un-Applelike in its TV ads for Siri -- over-promise and under-deliver.

Case in point: The last instruction the woman gives her voice-activated assistant in the TV ad that debuted Thursday night. "Remind me to do this again," she tells Siri on a beach in Santa Cruz at the end of what appears to have been a lovely computer-assisted cross-country road trip.

Your mileage may vary, but my Siri would have no clue what was meant by "this."

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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