Given that iPhone users have been relying on Google for search and other services like maps and keyboard, it is not surprising that Apple is looking to develop certain functionality of its own to move its users away from the Google interface. The company, during the launch of the iOS 10 last week, announced that it would focus on improving its artificial intelligence (AI) interface and that its voice assistant, Siri, would now use Microsoft’s Bing and internal app data for search. The announcement from Apple also comes at a time when Google has just showcased new messaging apps and search assistants that would rely more on AI. While large technology companies have been trying to consolidate their market-share amidst emergence of disruptive tech from small enterprises, they have come to rely more on AI as the next frontier for technology development.
While Apple did open Siri to outside developers, it has restricted development to only limited-use cases like messaging and payments. With companies fighting a turf war over keeping control of their respective domains while keeping a close watch on the internet-of-things market—Google just launched its Home speaker, which acts as an assistant to control lighting and temperature—one can expect more apps that are restricted to their own ecosystems.