Santa has enlisted the help of Siri, the new personal voice-guided assistant on the iPhone 4S for this year’s Christmas. Or at least that’s what Apple would have us believe.
Turns out Father Christmas needs a little assistance this year to distribute billions of presents around the world and receives it aplenty from Siri, as demonstrated by the latest TV commercial from Cupertino.
Siri provides Santa with directions and weather information for his next destinations, as well as reads important messages such as “Go easy on the cookies” from Mrs Claus.
It’s a pretty clever ad and comes at a time when Siri is put under increased scrutiny for its controversial responses to queries. Some critics may also raise their brows at Apple’s marketing strategy of focussing more on Siri rather than the handset itself.
Despite making several hardware enhancements, such as a faster, dual core processor and an eight-megapixel camera, the iPhone 4S is almost indistinguishable from the iPhone 4, meaning Apple has to rely significantly on the voice-operated application to drive sales.
So far it seems to be working, as it has already become the highest-selling smartphone in the UK in the last month and is expected to shift record numbers during the holiday spending craze. Whether Siri will have a lasting appeal remains to be seen, but for the time being it has free reign in the voice technology space until Google comes up with an equivalent interface for its Android operating system.