With today's keynote announcements coming out of the Apple developer conference the company has expanded Siri's range of capabilities, including into navigation and local search. The latter accompanies the introduction of new Apple Maps, which entirely replace Google's mapping product as the default provider on iOS devices.
When Apple bought Siri it did a wider range of things than what Apple introduced a year ago with the iPhone 4S. Siri's original plan was to integrate numerous third party APIs and allow Siri to be a front end for task completion across a range of categories. As of today that earlier vision is partially restored.
There now more datasets available to Siri (sports, movies, app search, local search). Users can also, once again, make OpenTable restaurant reservations. In addition users will be able to find/launch apps using Siri.
With Apple Maps the company now enters the local search market in a big way. Without having the benefit of having used the product, I can only speak in the abstract. However it appears very competitive. There are a wide range of data providers that Apple appears to be working with across a broad array of international markets, including TomTom, Yelp, Localeze, Acxiom, Urban Mapping and Waze.
Assuming a relatively good product, Apple would quickly become the number two player in local-mobile search. And having Siri as the front-end to this experience will potentially reinforce Siri usage and introduce people to the broader concept of Siri as a search tool or potential Google substitute in many instances. While Siri already could already offer directions and find nearby businesses it didn't provide a very good local search experience overall.
To see how widely seen and used Siri was as a search tool, we recently conducted a survey (n=503, 6/12) of iPhone users and asked them:
Which of the following do you use MOST OFTEN to search the web on your phone?
According to these results more people use Siri to search than use Bing or Yahoo. Siri could inch up that ladder if people begin to understand how the tool can be used beyond the relatively narrow range of functions it has been used for to date -- and if Apple rewards people with good results.