Apple's Siri AI announcement wasn't that flashy. It didn't need to be.

Add in the fact that AI giants are burning cash on models that are all starting to sound the same, and you start to see the benefit of Apple’s strategy.

Apple doesn’t need the best AI. It needs the one that works most seamlessly with our lives.

It can’t completely coast just because it’s already in so many people’s pockets. Safari might be Apple’s built-in browser, but like a lot of people, I migrated over to Google Chrome years ago.

But when differences between products aren’t massive, customers often stick with what’s already close to home. And for Apple, that means staying firmly in your pocket.