But over the last few months, rumors and reports have suggested that Apple has, in fact, just been biding its time, waiting to make its move. There have been reports in recent weeks that Apple is talking to both OpenAI and Google about powering some of its AI features, and the company has also been working on its own model, called Ajax.

As Apple promises to venture further into AI, the name Siri -- and the assistant itself -- just doesn't feel right any more. For very good reasons.

Phone sales may be slow, but Apple’s CEO argues the company is primed to seize the AI moment. After announcing March quarter revenues reflecting weak iPhone sales, Apple CEO Tim Cook seemed eager to assure analysts that his company is working hard to integrate AI into its products and services.