WWDC 2024: iOS 18 with AI, macOS 15, and more

When Apple first launched Siri in 2011 alongside the iPhone 4S, the company made a series of very compelling ads showing how you might use this newfangled voice assistant thing. In one, Zooey Deschanel asks her phone about delivering tomato soup; in another, John Malkovich asks for some existential life advice. There’s also one with Martin Scorsese shuffling his schedule from the back of a New York City taxi. They showed reminders, weather, alarms, and more. The point of the ads was that Siri was a useful, constant companion, one that could tackle whatever you needed. No apps or taps necessary. Just ask.

Siri was a big deal for Apple. At the launch event for the 4S, Apple’s Phil Schiller said Siri was the best feature of the new device. “For decades, technologists have teased us with this dream that you’re going to be able to talk to technology and it’ll do things for us,” he said. “But it never comes true!” All we really want to do, he said, is talk to our device any way we want and get information and help. In a moment of classic Apple bravado, Schiller proclaimed Apple had solved it.