Apple intends to improve Siri in time for the iPhone 8. The digital voice-controlled assistant now has to compete with multiple alternative assistants, necessitating continued upgrades. In its current state, Siri isn't really ahead of Google Assistant and Amazon Alexa.
DigiTimes reports the "enhanced Siri" that will ship with the iPhone 8 may use technology from Turi, an AI firm Apple acquired. Details about how Siri will be "enhanced" were not provided.
A primary limitation with Siri that may be addressed is its overall lack of openness towards third-party apps.