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In the public’s mind, Martin Scorsese is known for many things. One of them is directing some of the best movies made in the 20th century. But another, stemming from his various public appearances, acting jobs and cameos, is his rat-a-tat-tat, staccato speaking style. I think anyone heading into a meeting with Scorsese knows to focus and drink that extra shot of espresso beforehand.

So, what’s Apple doing by hiring Scorsese to make the case for Siri, its iPhone personal assistant that some commenters, including Nick Bilton of the New York Times, have found lacking in basic communication skills? In Bilton’s piece, he describes his frustration using Siri while driving. For Scorsese, bantering back and forth with the service poses no problems while being chauffeured on a noisy New York City street.

Given that most people’s response to buggy voice dictation software is to speak slower and more clearly, Apple’s new ads with Scorsese are either a sign that the service will improve, or they are an ironic middle-finger to its critics.

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