Well they are taking their time. They haven't introduced anything like what Google is doing. Do you think they don't see what the competition is doing? Do you think they don't have ideas on similar features? Of course they do, but there are challenges to implementing such things without sacrificing privacy. They also likely want to see how some of these things pan out with consumers before putting some weight behind it. My only point is that I am not clamoring for it and I would rather Apple not rush something new to the market just to compete with Google Assistant. It isn't worth it.
You’re being extremely shortsighted. I’ve been an Apple customer for 35 years and investor for almost as long. Watching Apple fumble and deliver lazy, half-baked products is very concerning to me as both a fan and very happy investor. Apple pioneered the voice assistant and in a few short years has become the laughing stock in that department. Voice driven user interfaces will be the primary means of interacting with machines in a few short years.
Apple most certainly should be “rushing to compete with Google”. Did you say the same thing about Microsoft when Apple launched the iPhone? That Microsoft should take a wait and see approach? Guess what, they did and they are irrelevant in mobile today. Is that what you want for Apple five years from now when everyone is talking to their devices?