This may be an evolutionary shift from conventional browser interaction, moving towards a much richer experience. AI is fast becoming an accessible technology that trendsetters like Apple have invested and incorporated into their business model.
The really cool thing I just found out, being a proud owner of a 4s, is that SIRI uses different search engines depending on the search request - for example for restaraunts in the US it will use yelp (a non critic restaraunt review site, for factual information it will employ Wolfram Alpha. Anything that it doesn't recognize where to look it resorts to Google.
Interesting how they can be direct ocmpetitiors in another industry, but complimentary in the other. These corporations have such an integrated frame work of carefully thought out and executed business plans.
The website where I found this are here: http://www.technologyreview.com/business/39209/?p1=BI
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