Apple Opens Siri: Now What?

You are the CEO of a voice-AI startup. ~$2M ARR. Your moat was "voice + AI in one product" — your assistant runs on iOS and Android, uses your own NLU pipeline plus an LLM backend, and your enterprise customers (call centers, legal intake, healthcare scheduling) pay $50-200/seat/month for it.

This morning at WWDC, Apple announced that iOS 20 will let any third-party developer plug their own LLM into Siri for specific query categories. Users can pick their default LLM the same way they pick their default browser. The integration is deep: app context, on-device privacy guarantees, system-level voice access.

Your phone is ringing. Your enterprise customers want to know what this means. Your board wants to know what you're doing. Your engineering team is split.

The principle: Platform moves by hyperscalers don't kill verticals — they reshape what the vertical has to be. When Apple opens Siri, the question isn't "do we compete with Siri" but "what do we own that becoming a Siri-plugin doesn't erase?"