Ben Wood

Because this is going to directly affect the people who vote for you.

And some of those people will be frustrated by this.

So

Watch this space.

Maybe it's one we can revisit and see how it kind of transpires.

I felt it wasn't that clear either.

And when I saw Siri AI, personally, I think that was more just to make the point that it's a new Siri.

And I don't... When you look at all of the... We've had some of the demos, as you said, and everywhere Siri manifests itself on the screens and everything else, it still just says Siri.

It does not say Siri AI.

So let's assume this was just a visual metaphor for Apple to say,

old Siri's gone, new Siri's here.

We're calling it Siri AI, but consumers will just think of it as better Siri.

Apple intelligence is more this kind of marketing moniker for everything they're doing.

You know, very clever, you know, AI, Apple intelligence, you know, Apple owning the AI story.

And I think that's just...

a generic catch-all for everything that Apple's doing.

And it will work better in the marketing in terms of, you know, with Apple Intelligence rather than with Siri.

Siri's, you know, a lot of people just associate it as something that's relatively niche and just a voice assistant.

I honestly think, Adrian, when this gets into consumers' hands, they won't sweat that detail.

They will understand that it's some new technology that transcends all of the different parts of the action.