Remember the introduction of Siri on the iPhone 4S way back. This was getting to be a magical Apple feature that nobody could ever catch up to. As an alternative to having to dig through settings and apps, you just ask your iPhone.

Competitors, nevertheless, soon arose. Who could forget S Voice, the forgettable voice assistant from Samsung, which was ultimately replaced by the similarly forgettable Bixby? Then there was Google Now. This product was a tad more refined, but Google Assistant showed Now that it had been the past.

It turns out, Amazon knew a lot. It provided its virtual assistant Alexa with a massive array of skills. Then Google's Assistant, presented as your own personal Google, started showing its smarts.

Siri did receive slight upgrades during all this, but it is from the highest of the category. That being said, Apple can still turn things around. Siri has been recently getting some enhancements, since Apple picked up an ex-Googler, John Giannandrea, to be its VP of machine learning and AI strategy back in 2018.