One of the less-discussed features in iOS 7 is the new male voice for Siri, but why is Apple adding it now? According to Stanford professor Clifford Nass, one cringeworthy reason could be because female voices are sometimes seen as less intelligent than male voices. These cultural perceptions are the reason why Siri originally received male voices in some countries, like the United Kingdom, but not in others. For example, BMW had to recall a car in Germany, because male drivers didn’t trust the female voice chosen for the GPS. A better reason? Apple wants to let users customize the iOS experience more fully, though it seems unlikely that Apple would go as far as including the celebrity voices used by GPS makers TomTom and Garmin.