July 23, 2012: The release of a new TV commercial featuring legendary filmmaker and creator of Hollywood’s most popular films, Martin Scorsese, in which he shows how he successfully uses Siri, has become a landmark for Apple.

This was not the first commercial for Siri. In this ad, Scorsese uses Siri to check his calendar schedule for the day, while joking a bit and changing it, and looking for a friend named Rick. He gets clear, real-time answers to all his questions, and ends by saying, “I like you Siri.”

Although many noted that at that time this ad was not entirely true, since a number of features such as real-time traffic updates were not yet available to users, it turned out to be one of the best filmed with celebrities.

Apple collaboration with Hollywood filmmakers

Apple has had close collaborations with Hollywood’s leading filmmakers over the years, starting in the 90s when director Spike Lee took part in the company’s commercials. Then such well-known representatives of the film industry as Spike Jonze, Errol Morris and David Fincher took part in Apple advertising projects.

Today, many directors are increasingly using iPhone and Mac to shoot their films. However, the Siri voice assistant still lags behind more successful competitors, including Google’s Assistant and Amazon’s Alexa.

And Scorsese’s heart-to-heart conversation, as shown in the Siri ad on the phone, is still not feasible given the current state of the voice assistant.