Phil Schiller hints at a new Apple voice-driven assistant to rival Amazon Echo and Google Home

Apple executive Phil Schiller has revealed he is not a fan of devices such as Amazon Echo and Google Home, boosting expectations that the tech giants could be about to launch its own rival product.

Speaking to Gadgets 360 during a trip to launch Apple’s app accelerator facility in Bengaluru, India, Schiller was asked for his thoughts on the devices.

“My mother used to have a saying that if you don’t have something nice to say, say nothing at all,” he said.

Amazon Echo and Google Home both rely on inbuilt voice assistants, allowing users to issue voice commands, carry out ‘conversations’ and execute smart home tasks such as setting a thermostat or accessing security features.

Apple do not yet have a comparable product but Schiller suggested that the company would continue to concentrate on apps and devices that combined voice assistance with screens.

“We believe deeply in voice-driven assistants that’s why invest in Siri, but there is interest in a voice-only assistant, where there is no screen, and we think it’s important that there are times when it’s convenient to simply use your voice when you are not able to use the screen,” he told Gadgets 360.

He added that while a voice assistant could be “really beneficial” at times, having access to a touchscreen device was still essential in a number of different areas. He listed games as one such area, saying he had yet to see a voice-only game that was as fun to play as an on-screen one, with maps and photography.

With maps, voice control can be used to provide directions as the map changes to show the user their surroundings on-screen, while Siri can be used with photo viewing apps to search by date and location in addition to sharing content via content sheets.

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I've been a passionate evangelist for Apple and the Macintosh throughout my working life, my first love was a Quadra 605 working with a small creative agency in the south of Norfolk UK in the mid 1990's, I later progressed to other roles in other Macintosh dominated industries, first as a Senior graphic designer at a small printing company and then a production manager at Guardian Media Group. As the publishing and printing sector wained I moved into Internet Marketing and in 2006 co-founded which grew to become one the top 200 visited sites in the US (according to Quantcast), at its peak receiving over 15 million visits per month. For the last ten years I have worked as an Affiliate and Consultant to many different business and start ups, my key skill set being online marketing, on page monetisation, landing page optimisation and traffic generation, if you would like to hire me or discuss your current project please reach out to me here.

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