@Olivier Barthelemy. Actually, Siri thrashes both Amazon’s Alexa and Microsoft’s Cortana and is only a little behind Google’s Assistant according to Loup Ventures who reports that Google Assistant answered 86% of questions correctly and understood all 800 questions in a recent study. Siri was close behind, correctly answering 79% and only misunderstanding 11 questions.

Alexa correctly answered only 61% and misunderstood 13 while Cortana was the laggard, correctly answering just 52% and misunderstanding 19.

Considering how long Apple has maintained its position generating the vast majority of the smartphone industry’s profit share, your assertion that “modularity always wins” is a tired, well disproven trope by now.

The sad fact is that most Android manufacturers are clinging on by their fingernails haemorrhaging cash by the billions with only Samsung able to muster a moderately decent profit. This is exhibit one demonstrating that modularity has consistently failed the manufacturers in the smartphone industry for over a decade now while Apple sails on year after year generating mountains of cash while you every year predict Apple’s doom.

No, it is painfully evident that Apple’s methodolgy of making the whole widget and tying it together in an extremely compelling ecosystem is the secret sauce that other manufacturers can only dream of. It is Apple who boasts over 1 Billion of the most lucrative demographic in the world who year over year demonstrate their willingness to buy Apple’s expensive aluminium and glass masterpeieces. They see value and are willing to pay for it.