Tuesday, November 13, 2012 at 9:24 am.

‘Is Siri really Apple’s future?’

Siri is a promise. A promise of a new computing environment, enormously empowering to the ordinary user, a new paradigm in our evolving relationship with machines. Siri could change Apple’s fortunes like iTunes and App Store…or end up being like the useful-but-inessential FaceTime or the essential-but-difficult Maps or the desirable-but-dead Ping. After spending hundreds of millions on acquiring and improving it, what does Apple expect to gain from Siri, at once the butt of late-night TV jokes but also the wonder of teary-eyed TV commercials?

Kontra is on a roll. (Here’s another great one about Apple’s design problems.)