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Siri, what impact are you going to have on retail?

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Joking aside, we stand at a crossroads here. Customers will want voice interaction – we’ve wanted it ever since we saw Star Trek in the 1960s – and we want it to be intuitive and to work every time. With Siri, I don’t feel that confident.

Hopefully, being built into something that is one of the biggest diversifications in Apple’s modern history – this is perhaps the biggest shift in what it makes since the iPhone – surely Apple has some sort of Siri upgrade up its sleeve to make it work?

With that in place – and with Google and Amazon constantly upping their game too in voice control – retail is set for quite a transformation.

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