Siri has seen small improvements over the years. The assistant is hugely helpful on the fourth-gen Apple TV and in Apple Music, and iOS 9 included a Siri search API for deep-linking. And Siri is always on for iPhone 6s, 6s Plus, and SE users, so you can summon help without pressing any buttons. Those are incremental steps forward, but what’s needed is a giant leap. Engineers in Cupertino may be working right now on a Siri reboot to rival Google and Amazon’s assistants, and maybe even an Apple version of a voice-activated hub like Google Home or Amazon Echo. If they’re not, Apple needs to rethink its Siri strategy.
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