thadgarrison

Regardless of how the technologies affect the bottom lines of each company, Apple does have catching up to do with the quality of the Siri experience compared to both Google and Amazon. Siri feels very restrictive compared to competitors, requiring more precise phrasing to get an adequate answer. The other two feel more freeform and conversational, particularly Google Now.

One reason behind this is that Google/Amazon are not afraid to use customer data to bolster AI learning, which will potentially allow them to stay ahead of Apple. Apple has painted themselves into a corner a bit by being so loud and proud about customer privacy. While their stance on privacy is obviously highly respectable, the reality is that AI software needs real world input to improve and Google/Amazon (particularly Google) are in a position that may offer exponential rather than incremental improvements.

I'd also like to point out this bad assumption in your article:
"In contrast, moving from iOS devices and the rest of Apple's platform to new hardware running a different ecosystem, just to access another voice assistant, is a much more difficult transition for users to make."

At least in the case of Alexa, nothing is further from the truth. I was given an Echo Dot as an unexpected Xmas present and found it delightfully easy to use. It has quickly replaced "Hey Siri" as my go-to for voice control of lights and common questions like weather. The fight here might not be about which technology makes the most money, but which voice service gets the most mind share first, becoming the "Google" or "Kleenex" of voice assistance.