Apple's CEO, Tim Cook, acknowledged that Siri is a topic he receives frequent questions about, as the company makes progress in integrating more AI capabilities into the virtual assistant. The goal is to create a more personalized and private Siri experience, with features like live translation and "workout buddies" set to arrive next year. Apple is significantly increasing its investments in AI, including potential acquisitions, such as Perplexity AI, which offers an AI-powered search engine with shopping and payments services. Cook stated that the company is open to acquiring bigger companies to accelerate its roadmap, but noted that it has been focusing on smaller firms this year.