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Apple is panicking for sure. They must've realized that the current state of Siri is hindering whatever it's trying to accomplish in AR/VR. The same goes for gaming as well. I called it more than a year ago—you just can't ignore voice assistance and gaming and expect to score big in AR/VR.
 
Keep in mind Apple often takes a "late but great" approach when they aren't innovating. A late feature, but made more perfected than competitors resulting in a bigger amount of payout and hype.
Siri was neither late nor ever great.

Even though they certainly had enough time to improve it, in the face of competition.
 
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