I was listening to a couple podcasts this week discussing Facebooks's developer conference and all the hype around bots (Microsoft heavily featured them at Build too). In the case of Microsoft and Facebook I think bots are less about solving problems for consumers and providing great UX but more about solving Microsoft and Facebook's problems/desires on mobile. Microsoft wants a bigger presence on mobile and Facebook wants to be the new AOL where you do everything inside of one of their apps. I'm not convinced AI 'chat' bots will catch on with consumers (they'll have to get a lot better) but it did get me thinking about the future of apps and Apple's obsession with apps. Apple trademarked the phrase "there's an app for that". The tagline for WWDC 2010 was "center of the app universe". When Apple TV launched last year Tim Cook said the future of television is apps. But as I looked at my own usage, outside of social media, productivity, streaming media and some games, the app I use most on my iOS devices is the browser. I wonder if Apple needs to re-think their obsession with apps. Look at the Amazon Echo where you can just say Alexa order me an Uber. We don't need an app for everything. Target is no longer supporting an app for the iPad. What's the point when I can just go to their website? I'd like to see Apple focus more on Siri and iMessage than an app for everything. Apple introduced Siri in 2011. It's 2016 and there still isn't a Siri API for developers. Why? Why let Amazon and others take the lead in voice as a platform? Where is Apple's answer to the Echo? Apple should be leading here and they're not. Which is a shame.