Voice assistants have a reputation for finicky activation, such as responding to their prompts that are spoken in an ad. Apple may have a fix for that in the works. 9to5Mac spotted this element in the tvOS 18.2 beta. A part of code called AdBlocker appears to use the Shazam API to match audio captured by a device's microphones against audio fingerprints downloaded from Apple. When there's a match, the usual Siri trigger command is disabled. In theory, this means Apple could have devices not react to the "Hey Siri" prompt when it's spoken as part of the company's keynote presentations or TV advertisements.