Fordel StudiosPressure mounts on Siri as ChatGPT ads start airing on primetime TV
What Happened
OpenAI is about to launch a series of ChatGPT ads, airing on primetime TV, streaming, and social media – with the first video being broadcast later today during NFL Primetime. The latest move adds further pressure on Apple by highlighting the vast gulf between the current capabilities of Siri and
Fordel's Take
Apple getting squeezed by ChatGPT pushing ads onto primetime TV is just another example of how fast the field is moving, and how little control the incumbents have. Siri is currently stuck in a dead zone, whereas ChatGPT is already setting the performance bar for what a general-purpose model should be. This isn't just about ad revenue; it's about demonstrating the massive capability gap between closed, curated systems and open, massive-scale LLMs.
The pressure on Apple isn't just commercial; it's competitive. They're being forced to acknowledge that their tightly controlled ecosystem can't compete with the sheer, raw scale and multimodal complexity of the open models. If they don't rapidly integrate true multimodal reasoning, they're just marketing an obsolete feature. We need real integration, not just ad placement.
What To Do
Apple needs to immediately open up API access for core LLM capabilities to level the playing field with competitors. Impact:medium
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