Apple bought Siri, and then largely did nothing with it. The founders left, and started another AI startup: Viv. https://techcrunch.com/2016/05/09/siri-creato

Apple bought Siri, and then largely did nothing with it. The founders left, and started another AI startup: Viv. https://techcrunch.com/2016/05/09/siri-creator-shows-off-first-public-demo-of-viv-the-intelligent-interface-for-everything/ https://techcrunch.com/2016/05/09/siri-creator-shows-off-fir... That AI capability could have been Apples. Instead of concentrating on user experience as a whole, they concentrated on "look and feel" of devices, along with UI. Those are all good things. But having an iPhone with a useful AI would be a killer. Instead, Google is pushing hard in this area. And will likely do well. Because they're a data analysis company. Not a "pretty picture" company.