LESS MAGIC. MORE FOLLOW-THROUGH.

Dear Apple,
here’s where to start.

Criticism should come with a way forward. These are our proposals for an assistant worth asking.

PROPOSAL / 01

Make the basics boringly reliable.

A practical proposal for Siri: measure successful outcomes, protect everyday commands from regressions, and make failures explainable.

Read the proposal
PROPOSAL / 02

One name should mean one dependable experience.

How Apple could make Siri’s capabilities clearer and its behavior more consistent across iPhone, Mac, HomePod, Apple Watch, and the car.

Read the proposal