Smart thing to do for Apple would be to:
Hire your own assistant model
- Instead of Siri, choose any AI model from "assistant" store
- Require Apple defined capabilities from AI model (to keep control over UX)
- Models need to be executed 100% on device
- Any assistance from a larger cloud model needs explicit user permission
- App access need to be approved by the user
Outcomes
- Gives Apple sufficient control over UX
- Privacy centric due to models not allowed to send to cloud
- Immediate and continuous access to best models (AI iterates at weekly cadence, Apple at annual cadence)
- Users can choose as protective or edgy personal they want to work with (Siri would need to be boring)
Best of all, there would be STRONG push for getting everyone to upgrade iPhone every year. You would need the latest A-chip to have enough capacity to run the best models. And this would not be "Apple being greedy".
This strategy could double Apple revenues to get everyone to annual upgrade cycle.