Siri is in my opinion a great idea that had some massive setbacks due to Forstall's arrogance. He took Siri as merely a piece of software, an app just like mail, calendar, or notes instead of a platform service. I believe this was partly the reason why some of the SIRI cofounders left, they couldn't convince Forstall that SIRI isn't software, it's a service. Now Siri is under Eddie Cue and wouldn't you know it. Even though only one SIRI guy is left, Eddie is taking an understanding to how to really tap into the potential of Siri. If you look at Apple Job postings there are 2 huge groups of jobs being listed for Siri. Experts in Machine Learning and experts in network and data scaling. Why is this important? The reason why Google Now is intuitive is that it's directly connected to the google knowledge graph. Google has invested lots of time in machine learning. Apple recently has been knocked for internet services mainly because it is only recently it has really invested in internet services and even then scalability and backend operations were an afterthought. What we are finally seeing is Apple taking Siri, and its internet services seriously. Machine learning improves the accuracy of the Siri platform and allows it to perform more and more complex operations. Enhancing backend operations and scalability improves the responsiveness of Siri and manage traffic. Machine Learning is not only important for Siri, currently the search on Apple Maps is less than....adequate. Machine Learning specialists and data specialist are necessary to make apple's boast that their map software is "the most powerful mapping software" true. Now for map's ability to correct data, also super slow. Which is again why apple hiring page is filled with job postings for experts in scalability, backend operations, and data flow to finally get a handle on the glut of corrections. We see iCloud is also getting more and more attention with jobs expanding its man power. Yes this should not be a case of better late than never but at least apple is serious. iOS 7 definitely will be seeing the fruits of this labor because this is all backend stuff. Not built into the OS but what the OS taps into. I truly believe one of this biggest highlights of iOS 7 is going to be a smarter OS. And by smarter I mean more adaptive to the user's behavior.