In a brand-new iPhone 6s ad, director Jon Favreau (Iron Man) looks to Siri for help in his directorial duties.
The spot, called “iPhone 6s – On the Set,” has the director trying to explain to some actors (presumably on his upcoming live action-ish adaptation of The Jungle Book) the finer points of playing flying squirrels.
Check it out below:
https://youtu.be/PkYT88LXr6o
“The legs are spread too, it’s — the legs are kind of apart?” Favreau stammers before calling in some help from Apple’s digital assistant.
“Hey, Siri,” he says, “Show me some images of flying squirrels.”
The point of the ad is to showcase iPhone users’ ability to summon the helperbot on command, without the device having to be plugged in. Apple introduced the while-charging feature in iOS 8, but the iPhone 6s and 6s Plus make it available at all times.
Apple faced some criticism for the new capability, with some claiming privacy concerns surrounding the new function’s requirement that the iPhone’s mic always be on and listening.
“In no case is the device recording what the user says or sending that information to Apple before the feature is triggered,” Apple told TechCrunch in September.
Instead, what the company calls “listening audio” — the passive mode in which Siri is just egotistically waiting to hear its own name — only consists of a couple of seconds that the device constantly deletes and records over. None of that leaves the phone, Apple says, before the system activates.
