The latest iPhone commercials feature John Malkovich playing around with Siri. But that's it. He's just being his weird self with the bot, using it as a form of entertainment, rather than a useful tool. In one of the two spots, he asks for the weather, but other than that all of his other interactions are for laughs, unlike the early Siri ads, which portrayed regular people getting real use out of the supposedly life changing personal assistant. But people don't use Siri in the way Apple first expected, so now we're getting a different genre of commercial.
Sure, iPhone owners use Siri for some practical stuff, like setting up appointments and sending texts, as this data in The Wall Street Journal showed. But a lot of Siri use is for jokes; she's fun to laugh at -- and even Apple's starting to get that.
Comparing the first round of Siri promos with the latest set of celebrity endorsed clips, we definitely see an evolution in how Siri is used. Let's take a look at Rock God, one of the seven advertisements Apple put out last fall.
Here we see our protagonist ask Siri practical questions, which she (mostly) answers. Things like "How do I play a B Minor 9th?" and "Add migraine headache to my list of band names." The bot obliges. At this point, Apple wanted to show people Siri's potential to organize their lives.