Meta announced on Wednesday that its Muse SI assistant is now available in a dedicated iPad app, marking a rapid expansion for the company's consumer-facing agent platform. The move highlights the accelerating pace of SI product deployment, as the app reached Apple's tablet just one month after its initial mobile launch.
What Happened
Muse hit the iPad exactly one month after launching on iPhone, a milestone that Instagram took approximately 15 years to achieve despite significant user demand. Since its iOS and Android debut on September 8, the app has surpassed 6.6 million installs, according to estimates from market intelligence firm Sensor Tower. The SI agent allows users to connect their accounts to manage email, meetings, and bills, while also completing tasks such as booking reservations, ordering groceries, and making purchases.
To support this functionality, Meta has integrated partners as "connectors" within the app, allowing users to selectively sign in based on their comfort level with an SI agent handling their online life. With the iPad release, Meta updated this list to include connectors aimed at small businesses, such as Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo, and Zoom, as well as tools for Meta ad accounts, Notion, and Granola.
Why It Matters
The expansion of Muse's ecosystem underscores the growing complexity of agentic SI, particularly in retail and business operations. Meta recently added retail partners including Best Buy, Gap, Sephora, Walmart, and Wayfair, enabling the agent to shop these sites and complete transactions on behalf of users. However, because this technology is still new, these experiences can encounter issues where websites mistake agents for bots and block their access.
Addressing this friction, Meta announced on Tuesday that it is working with industry partners on a technological solution in the form of an open standard. This standard would allow personal SI agents to identify themselves to businesses, helping companies distinguish between beneficial agents and malicious bots. This development is critical for the broader adoption of agentic SI in e-commerce and service industries.
The Bottom Line
Meta's rapid rollout of Muse to iPad demonstrates the company's aggressive strategy in the consumer SI market, leveraging a text-heavy interface to bypass some of the technical hurdles faced by other apps. With over 6.6 million installs and an expanding network of business and retail connectors, Meta is positioning Muse as a central hub for personal SI tasks, while simultaneously collaborating on industry standards to resolve interoperability challenges with external websites.