wants to hire 142 people for Siri-related jobs, almost twice
as many as this time last year. Clearly, the company is
serious about turning around its troubled voice-driven
Siri has been a sore spot for Apple lately.
Voice access is a
weak point in the otherwise-stellar HomePod, while rival
smart speakers using Amazon’s Alexa draw positive reviews.
News of the push to hire Siri engineers comes from analysis
company Thinkum, which tracked
Apple job openings with the term “Siri” in them. The
number of Siri job listings grew steadily starting last July.
A February spike put the company at its new high.
exactly when the HomePod launched, accompanied by
numerous reviews complaining that Siri was the weakest
feature of Apple’s smart speaker. The Apple hiring spree
indicates Cupertino heard those criticisms.
listings might mean bright future
this month, details of in-fighting
on the Siri development team came to light. The company
reportedly can’t decide whether the AI assistant should just
answer short questions and follow simple commands, or if it
should handle complex tasks.
currently only up to the most basic requests. Meanwhile,
Amazon Alexa is much more full-featured, thanks to numerous
“skills” whipped up by third-party developers.
surge in Apple hiring for the Siri project might indicate
that Apple made up its mind to compete head-to-head with