Privacy vs. personalization
Unlike Google, Facebook, and other tech companies that make money from advertising, Apple doesn t collect your personal data because it doesn t need to.
It makes money by selling you hardware and getting you to sign up for monthly subscription services like iCloud storage and Apple Music, among other revenue generators.
The company has a trio of so-called privacy czars who vet every decision, even inspecting lines of code that might violate laws or company standards.
Siri usually reverts to a web search for questions it doesn t know the answers to, and now I ve come to expect that if I want anything more than a timer set or the weather forecast, I ll have to look it up myself.
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.
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.