Search isn't in Apple's DNA. Creating innovative software and hardware is.

Siri works her magic by relaying any requests she can't address to the services Apple has partnered with (so far): Wolfram Alpha for math and fact related info, Wikipedia for encyclopedia related info and Yelp for location-based answers. For anything that these repositories can't cover, Siri prompts the user to search for the answer using Google or Bing. This all but confirms that Siri is useful for getting quick answers to your questions, but isn't quite a replacement for search. Voice search isn't particularly useful in crowded areas or environments where its inappropriate etiquette to hold a conversation with your phone. Beyond that, a real hurdle is convincing a culture so ingrained (and efficient) in using search boxes to change their ways and talk to a computer for answers.

Positioning Siri as a search engine just isn't sustainable. Android's voice technology is already pretty decent, and Google will undoubtedly catch up to Siri in interpreting natural voice. It makes more sense to expand on Siri's ability to do. Think verbs. Siri's ability to perform repetitive or involved tasks is more impressive than regurgitating facts from a limited number of partners, and much more likely to attract me to iOS; especially if Apple is touting Siri as a personal assistant. If I had a personal assistant I'd care more about their ability to handle my calls, emails, and calendar. Luckily, Apple's patents suggest that this is the path they will probably choose to follow. Apple is at its best when creating software that makes everyday tasks exponentially easier. Siri can be that tool.

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