/Tech1d ago

Ben Thompson: Apple's Siri AI Strategy May Succeed Despite Basic Demos

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Bearly AI
Trung Phan#1879
Original postTrung Phan#1879
Bearly AI@bearlyai

Ben Thompson thinks Siri AI (even if demo feautures are basic and old) shows Apple’s AI strategy may still work out very well for them:

“You’ll be able to access all of that capex that other companies are building on your phone, you’ll just have to use an app; if you need to find something personal, or work across apps, Siri will be the only one who can pull it off — as long as it’s not vaporware (and it appears the second time is the charm).”

Trung Phan@TrungTPhan

Apple WWDC just demo’d new Siri AI powered by Apple Intelligence (aka Gemini distillation).

It’s supposed to be more conversational with on-screen visual intelligence and can integrate user context (photos, contacts, calendars).

The WWDC 2024 version was pure vapourware but this looks more legit because Siri responses actually take a while to respond. After getting fined last time for false advertising, Apple can’t mess around with this Siri update.

12:19 PM · Jun 9, 2026 · 48.9K Views
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Trung Phan@TrungTPhan
Bearly AI@bearlyai

Ben Thompson thinks Siri AI (even if demo feautures are basic and old) shows Apple’s AI strategy may still work out very well for them:

“You’ll be able to access all of that capex that other companies are building on your phone, you’ll just have to use an app; if you need to find something personal, or work across apps, Siri will be the only one who can pull it off — as long as it’s not vaporware (and it appears the second time is the charm).”

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Trung Phan@TrungTPhan
Bearly AI@bearlyai

Ben Thompson thinks Siri AI (even if demo feautures are basic and old) shows Apple’s AI strategy may still work out very well for them:

“You’ll be able to access all of that capex that other companies are building on your phone, you’ll just have to use an app; if you need to find something personal, or work across apps, Siri will be the only one who can pull it off — as long as it’s not vaporware (and it appears the second time is the charm).”

1dViews 15.7KLikes 4Bookmarks 2
Bearly AI@bearlyai

More here: https://stratechery.com/2026/the-iphones-last-stand/

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Pete Chose@peachos2

@TrungTPhan They have such massive hardware adoption, they can fail (and have, as you documented) at this many times before the window is really closed.

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