My money would be that they're internally really advanced on the tech, but unlike other companies, they don't embrace it in public because for Apple, first impr

My money would be that they're internally really advanced on the tech, but unlike other companies, they don't embrace it in public because for Apple, first impressions matter. So if Siri gets a lift, wether it will be progressive or as a new persona, it's likely to come out reasonably strong, after everyone. Alexa is also to follow. Home integration of things still sucks, so really the big move forward for Siri/Alexa will be AGI - the future is proactively taking care of things, rather than assist you with your next resume.