Apple's Pay to Play Play for Siri Apple Inc. 's latest move to revamp its struggling AI assistant, Siri, involves licensing content from publishers at a cost that could exceed $100 million.
This approach has all the hallmarks of a classic tech cop out: throwing money at a problem rather than tackling it head on. For years, Siri has been criticized for lacking real utility.
Apple's fix has partly depended on paying outside publishers for current news and information, rather than building that capability in house.