Tom Simonite with an incredibly accurate view on how Apple makes amazing new products:

The formula is simple: take a bunch of neat technology that has never lived up to its promise, rethink what it’s for, do some secretive hard work, and then release a natural, retrospectively obvious experience that redefines what computers can do.

It’s the last bit of that sentence that Apple has done extremely well with in recent years.

Simonite also, on page 2, has a great little thought about the rumored “Assistant” voice control:

I wouldn’t be surprised to hear that Apple gets a cut of anything sold through Assistant, whether movie tickets or restaurant bookings.

I would be surprised if they did, unless of course Apple was providing some sort of back end support — meaning Apple builds the tools you need to integrate support for Assistant into your product, not the other way around.