What makes Siri cool is she has a personality.
In the long arc of time, you are only relevant if customers love you.
I've always hated litigation, and I continue to hate it.
If you want me to do things only for ROI reasons, you should get out of this stock.
We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.
I don't think Apple has to own a content business.