Meta's AI Agent, Muse, Threatens Apple's Control Over User Behavior

Apple's control over user behavior is facing a threat from Meta Platforms' AI-powered agent, Muse. Launched on September 8, Muse uses artificial intelligence to perform tasks such as opening browsers and filling out forms, even when the app is closed.

The agent has already gained popularity, reaching the top of the US iOS free-app chart and accumulating over 2.5 million downloads in its first two weeks. Commerce partners like Shopify, Expedia Group, and PayPal have partnered with Meta to integrate their services with Muse.

However, Apple's Siri still lags behind Muse in key areas such as persistent background tasks and third-party action coverage. Bank of America Securities analyst Wamsi Mohan noted that while Siri has been rebuilt using custom Google Gemini models, it lacks the agentic capabilities of Muse.