Apple is taking Siri on the road
TECHNOLOGY • As consumer device maker Apple doubles down on its popular voice-enabled personal assistant software, it is looking at another large market to drive rapid adoption: cars.
Apple’s new in-house Maps service along with free turn-byturn navigation feature and realtime traffic updates converts the iPhone into a valuable navigation device— one of the most popular features on Google Inc.’s Android gadgets.
Combine that with the new “Eyes Free” feature — where drivers talk to Siri with the tap of a button on steering wheels — and analysts say the iPhone has the potential to disrupt the car electronics and navigation market.
Using smartphones for directions and music is not new. In-car navigation systems have been on a steady decline as more and more drivers prefer to use the mapping service in smartphones, particularly Google maps.
Apple’s move to lend its technology might to connect the car to its iPhone in an easy to use manner could give a big boost to the adoption of Siri and further entice consumers deeper into its app ecosystem.
It makes the iPhones more valu- able to the user, said Mark Boyadjis, infotainment analyst with IHS Automotive.
“To be able to access it hands free and eyes free in the car will be an asset and will enable the Apple device to be continually more relevant in the car,” he said. “This is an important movement forward.”