Apple executive Eddy Cue sees high potential for iOS in the car (Photo: Apple)

Apple wants to boost its presence in automotive infotainment, pitching its Siri application as the ideal interface to manage several in-car functions.

Siri is an Apple app that resides on the computer and software maker's iPhone and lets the user perform a range of tasks through the use of voice commands. Siri can be operated using normal speech.

Apple announced a new and improved version of its iOS smartphone operating system, including a new version of the Siri software.

"Siri is getting a lot smarter," said Eddy Cue, Apple's senior vice president of software and services. " Siri is also a big part of iOS in the car."

In an address to Apple's Worldwide Developers Conference earlier this month in San Francisco, Cue said 95 pc of cars sold today already have the ability to play back music and control some functions using an iOS device. "But we want to take integration to a whole other level," Cue said.

Siri could be used to perform functions such as making in-car phone calls, checking email, dictating responses to messages, or finding data on maps, Cue said.

And he added that several car brands including, Mercedes, Peugeot, Volvo, Jaguar and Honda are planning to introduce iOS integration in 2014.