That said, however, the new ad from Apple (released on Friday) showcasing the Siri feature sent a chill down my spine. Compared to the warm, sentimental, intimate even, nature of the FaceTime ad of June 2010, this spot left me cold. And I had to ask, are we really getting to the point where we no longer talk to people on the phone, we just talk to the phone?
To be fair, I'm not condemning the technology. Intuitive, voice activated interfaces make perfect sense and I can imagine a number of situations in which Siri would be incredibly useful. It is Apple's depiction of user behaviour - the highlighted "consumer benefit" for which they are known to lead with - which I object to. Unlike the iMac, or iPod or iPad, Siri isn't positioned as being about freedom, fun, beauty or utility. What the ad, and copy like "Siri understands what you say, knows what you mean, and even talks back", suggests is that we are all ultimately alone in the world, attempting to communicate with computers.
I may argue that the evolution of human behaviour in line with technology is progress, but Apple's idea that a phone can replace some of the few people in your life who are there for you when you've locked yourself out, or need to get to a hospital, who listen to you and understand you, and who know how to help you with all the little things like packing for a trip and tying a bow tie... now that really is scary.