5 ways Apple will rule Mobile World Congress (without even showing up)

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Everyone who is anyone in mobile (except Apple) will be at Mobile World Congress 2018.
Everyone who is anyone in mobile (except Apple) will be there.
Photo: Graham Bower/Cult of Mac

Mobile World Congress 2018 When the entire mobile phone industry heads to Barcelona next week for Mobile World Congress 2018, there will be one notable absence: Apple.

Cupertino doesn’t do trade shows. Not even really big ones like MWC. Yet, despite its absence from the massive Spanish trade show, Apple’s influence will loom large over Barcelona’s beautiful horizons.

Here are five things Apple fans should look out for at MWC next week.

Will Siri ever be as good as the Google Assistant? [Friday Night Fights]

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The gap is getting wider.
The gap is getting wider.
Photo: Ste Smith/Cult of Mac

Google brought its Google Assistant to iOS this week, finally giving iPhone fans a taste of the best virtual assistant on the planet. But those on Android are in for so much more, with major improvements on the way, including impressive Google Lens integration.

Friday Night Fights bugThe changes make it harder than ever for Siri to catch up. Despite the improvements Apple made with iOS 10, it still feels like Siri is well behind its rivals. Is that gap now too big, or can Apple catch up? Will Siri ever be as good as the Google Assistant?

Join us in this week’s Friday Night Fight as we wage war over virtual assistants.

Facebook is working on a Siri rival with a difference

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You know you're my favorite, Miss Moneypenny.
Photo: Eon Productions

Apple has Siri, Google has Google Now, Microsoft has Cortana, and soon Facebook may have the James Bond-inspired Moneypenny.

According to a new report, Facebook will introduce the assistant as part of its Facebook Messenger app, letting Facebook users set appointments, check the weather, or purchase products.

While that sounds relatively similar to the likes of Google Now and Siri, where Moneypenny will apparently differ is in the fact that it will connect users with real people to help with certain aspects of the research process.

Cortana makes Siri look silly in new Windows Phone ad

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Apple may be going harder than ever, while Microsoft is having to lay off 18,000 of its employees, but the Redmond, WA company is still intent on bragging about its “superiority” over Apple.

Taking a page out of the Samsung book of advertising-by-dissing-your-enemies, Microsoft has unleashed a new ad comparing its new Cortana virtual assistant with Apple’s virtual assistant Siri. And, wouldn’t you know it, in Microsoft’s version of events, Cortana blows Siri out the water.

Quite the surprise, huh?