Despite their market dominance, Tim Cook’s era at Apple has largely been one of consolidation and complacency. Apple knows how bad Siri is but they don’t need to make it better because they know their users, already locked into the (very good) Apple ecosystem will just put up with it.

The only thing that makes companies change is to be put on the back foot by competition but when there isn’t any, why bother? The other reason is probably because Apple lacks the personnel to create something new. I’d fully expect a Bing-powered GPT deal with Microsoft to make Siri smarter at WWDC.