Apple’s New Semantic Search: A Windows Recall-Like Feature Without the Controversy?
Apple’s recent announcement of a “semantic search” feature at its “Glowtime” event has drawn comparisons to Microsoft’s Recall, which faced backlash over privacy concerns. The new feature, introduced alongside the iPhone 16 and updated Apple Watch and AirPods, aims to help users find important information quickly using Siri’s personal semantic index.
Details on the feature’s operation remain sparse, including which apps it will access and the extent of its search capabilities. Apple has emphasized that data will be stored on the device rather than in the cloud, a practice similar to Microsoft’s approach with Recall. However, Microsoft’s Recall was met with criticism and suspicion, partly due to the broader distrust surrounding its privacy practices and ads within Windows.
Apple’s reputation for safeguarding user data may shield its new feature from the same level of scrutiny. Nevertheless, it’s intriguing to observe how the same type of technology is received differently based on the company’s reputation and past controversies.