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Ben Thompson
Founder, Stratechery

Can Apple Make Siri a Muse Competitor? | Sharp Tech with Ben Thompson

📅 Oct 10, 2026 Sharp Tech Podcast 10 MIN 1 VIEWS 47 SEGMENTS · 2 SPEAKERS
Link to Episode: https://sharptech.fm/member/episode/a... Links: Stratechery Youtube:    / @stratechery   Sharp Tech website: https://sharptech.fm Stratechery: https://stratechery.com Sign up for Stratechery Plus: https://stratechery.com/stratechery-plus Submit reader questions at [email protected]

What Ben Thompson said

Written from the verified transcript and checked against it. Every figure links to the moment it was said.

Ben Thompson discussed Apple's Siri strategy and its competitive position against Muse and OpenAI. He argued that Apple is stuck in a 2024 mindset, missing the paradigm shift when reasoning entered AI models with o1 in October 2024. Thompson said Apple's edge philosophy is wrong, as agentic AI requires cloud-based compute, not on-device processing. He noted Apple has consumer loyalty that gives them time to adapt, but they are not close to the right model. Thompson mentioned a home device coming out and dismissed the HomePod as an afterthought. He also praised Kimmy Antonelli's Formula 1 performance, calling him fantastic and the only redeeming thing about the season, while debating his potential against Max Verstappen. Thompson expressed skepticism about Apple's ability to catch up, saying he has never been less interested in Apple products.

Key takeaways

  1. Apple is stuck in a 2024 mindset and missed the AI paradigm shift when reasoning entered models with o1 in October 2024.
  2. Apple's edge philosophy is wrong; agentic AI requires cloud-based compute, not on-device processing.
  3. Apple has consumer loyalty that gives them time to adapt, but they are not close to the right model.
  4. Thompson has never been less interested in Apple products, calling the ecosystem 'from the stone ages'.
  5. Kimmy Antonelli is the only redeeming thing about this year in Formula 1, though Max Verstappen remains in his prime.

Numbers and commitments

FigureWhat it refers toTypeAt
October 2024 When o1 came out and reasoning entered AI models timeline 2:21
20-year-old Kimmy Antonelli's age metric 0:00

Chapters

  1. 0:00Kimmy Antonelli and Formula 1
  2. 2:04Apple's Siri strategy critique
  3. 2:51AI paradigm shift with o1
  4. 4:58Cloud vs edge computing
  5. 7:31Apple's consumer loyalty advantage
  6. 8:58HomePod and Apple's ecosystem
  7. 9:49Jony Ive OpenAI product

Questions asked in this interview

3
  1. 5:02And like, and people like, "Oh, you have all your stuff on a Mac mini." I'm like, "Yeah, because I'm on the leading edge, but what's the idea?
  2. 7:48And so, like, so what did I do?
  3. 9:04So, I'm like, I'm like girding myself like, no, I need to not get hung up on what I'm interested in because I'm so on the nerd-out side of things right now and like, how are normal people going to consider this?
Ben Thompson 0:00 ↗
Well, Daniel says, "Two big questions for you guys. First, is there a reason not to think that the Muse concept is the same direction Apple will eventually take Siri? Do they even have an option not to go that direction? Or are they too conservative? Two, is there a reason not to be impressed and happy for Kimmy Antonelli running away with the world championship in Formula 1 this year? Yeah, yeah, batteries, I know. But the boy can drive." 20-year-old Kimmy Antonelli. Absolutely fantastic. The only redeeming thing about this year in Formula 1, as far as I'm concerned.
Andrew Crittenden 0:37 ↗
I'm a big Kimmy fan because he took a picture with my kids at the Japan Grand Prix a couple years ago.
Ben Thompson 0:41 ↗
That's right. You got in early on the bandwagon.
Andrew Crittenden 0:43 ↗
He can drive relative to George Russell. Um, let's keep [laughter] in mind, boy, let's keep in mind this is F1. The Mercedes car is clearly better than...
Ben Thompson 0:54 ↗
Better.
Andrew Crittenden 0:55 ↗
Um, so yeah, I mean, if...
Ben Thompson 0:57 ↗
Oh, come on. Come on. Kimmy came from the back of the field to win a couple weeks ago. You know, there have been some moments where you're like, "All right, he has it. I saw Max do that."
Andrew Crittenden 1:06 ↗
Sergio Perez. I'm not saying you're talking about let's put Max and...
Ben Thompson 1:12 ↗
No.
Andrew Crittenden 1:13 ↗
I am a Max exceptionalist and I think Kimmy has the potential to be like that. But let's relax here. We don't get to crown him as long as Max is in his prime and in the field. Of course, I'm gonna play the equipment card because it is honestly pretty entertaining to watch with one arm tied behind his back. Yeah, he's still doing great things week in and week out in Formula 1. So, the Mercedes car was good enough to hold off Max who was in Baku. Um, we're talking about Max and Isaac. [laughter] And Kimmy only made it to like fifth or sixth or something. So, again, let's relax.
Ben Thompson 1:50 ↗
Fair enough. I'm happy for you. You got to take that victory lap on behalf of Max's second place finish in Azerbaijan.
Andrew Crittenden 1:56 ↗
I am very pro Kimmy. I'm enjoying it. And by the way, George Russell, after how he treated Max, had this coming. So, [laughter] um...
Ben Thompson 2:04 ↗
Oh, boy. I have a soft spot for George. The only one who's man enough to stand up to Max. Alas, it hasn't really gone his way this season. All right, Apple and Siri. [laughter] What do you think of Apple and Siri and where they fit in this universe here?
Andrew Crittenden 2:21 ↗
No, I've been pretty dismissive. I wrote the article "Thin Is In" a while ago, which is a condemnation of like, I think Apple... you go back to when the news was announced and I was very enthusiastic about it. Thought it made a ton of sense. This is 2024. Apple didn't update its priors to October. I think it was October 2024 when o1 came out.
Ben Thompson 2:51 ↗
Mhm.
Andrew Crittenden 2:51 ↗
o1 is when reasoning entered these models. They weren't no longer... it used to be like the models just when they spit out tokens, they showed up on your screen and you could see a world where this actually made it to the edge. The models on the edge were good enough. Which by the way, models on the edge that you can run in your iPhone are pretty impressive.
Ben Thompson 3:12 ↗
Mhm.
Andrew Crittenden 3:12 ↗
But what makes agents work, what makes these things compelling, what gets stuff done is reasoning.
Ben Thompson 3:22 ↗
Yeah.
Andrew Crittenden 3:22 ↗
And the amount of compute, the amount of not just GPU, but also CPU, which iPhones have, but they don't have the battery life to be doing like this sort of stuff that's just like going on and on in the background constantly. I think Apple's commitment, they are stuck in a 2024 mindset. You had John Ternus opening his keynote for the iPhone saying what would the perfect AI device look like and he's describing everything that was just like exactly an iPhone, which on one hand, yes, that's his job because he's selling an iPhone. On the other hand it's like, no, that's not what it would look like. It's...
Ben Thompson 3:58 ↗
True two and a half years ago.
Andrew Crittenden 3:59 ↗
It was true in 2024 when the new Siri was announced. By the time we got to 2026, the entire model was wrong.
Ben Thompson 4:08 ↗
It's not wrong, per se. I think there's potential utility for a new Siri. I'm not super impressed by the experience. It's really slow. And it's like, it's just, it's like RAG lookup from... again, it's like, it's old. It feels incredibly out of date compared to other stuff that's going on.

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Cite this transcript

APA, MLA, BibTeX
APA

Thompson, B. (2026, October 10). Can Apple Make Siri a Muse Competitor? | Sharp Tech with Ben Thompson [Interview transcript]. Sharp Tech Podcast. CEOInterviews.AI. https://ceointerviews.ai/interview/3030132/

MLA

Ben Thompson. "Can Apple Make Siri a Muse Competitor? | Sharp Tech with Ben Thompson." Sharp Tech Podcast, 10 Oct. 2026. Transcript, CEOInterviews.AI, https://ceointerviews.ai/interview/3030132/.

BibTeX
@misc{thompson2026_3030132,
  author       = {Ben Thompson},
  title        = {Can Apple Make Siri a Muse Competitor? | Sharp Tech with Ben Thompson},
  howpublished = {Interview transcript, Sharp Tech Podcast. CEOInterviews.AI},
  year         = {2026},
  month        = {oct},
  url          = {https://ceointerviews.ai/interview/3030132/},
  note         = {Speaker-attributed transcript with timestamps}
}