Daring Fireball: Report: Amazon Alexa Is a ‘Colossal Failure’ on Pace to Lose $10 Billion This Year:

The thing about Siri is that it was always at heart about making Apple’s platforms more accessible. Siri is there to make iPhones, iPads, Macs, Apple TVs, Apple Watches, and even AirPods better. And Apple isn’t losing money on any of those. Siri will serve the same purpose on future platforms from Apple, too. Apple’s investments in Siri are part and parcel investments in their OS strategy for everything they make.