Some of that makes sense. The three companies with the biggest voice assistants are Apple, Amazon, and Google. What are they all getting out of it? Google gets more data which is what they want. Amazon gets something, maybe knowing more about you, maybe some small margin of orders. Apple does things on-device so they get?

I'm not saying I like that Siri is terrible. I'm a Siri/Homepod user and somehow it seems worse each year, but possibly Apple sees little upside to Siri compared to adding a programmable button to the iPhone.