Steve already gave away the secret [1] (must watch) a long time ago:

"You have to work backwards from the customer experience."

AI was never going to be on Apple's roadmap in a significant way because it's in their DNA to differentiate technology from products.

[1] https://youtu.be/oeqPrUmVz-o?si=ndUU1H5D3pNifWss

"Working backwards" is also, famously, Amazon's philosophy. It's one of my most cherished takeaways from working there.

What was Siri?

[dead]