The company has just announced it will be letting developers bake Siri s voice functionality into their apps — so users will be able to tap into third party services just by saying Hey Siri… .

Other examples he suggested where iOS 10 users might soon be able to call up app services via Siri included comms apps like Slack and WhatsApp; ride-booking with Uber, Lyft and Didi the latter being a recent Apple investment ; photo search, via the likes of EyeEm; pausing and starting workouts in apps like Runtastic and Runkeeper; doing payments to friends, using apps like Number26 and Venmo; and VoIP calling via the likes of Skype and Viber.

Although Amazon s need for developers to help drive interest in its hardware is rather greater than Apple s, given the massive installed base of iOS devices.

One area Apple has focused on in the past to differentiate its approach on the virtual assistant front is user privacy.

It remains to be seen what sort of privacy safeguards Apple will be putting in place as it opens Siri up to third party developers.

It also announced that Siri is coming to its newly renamed macOS, allowing users of its desktop computers to tap the voice assistant to do things like send messages and find files, as well as serving up its customary sass.

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