'They Don't Want to Talk About It': Top Analyst Says Apple Has a Siri Problem in an Era of Personalized Agents

What happened

Analyst Gene Munster said Apple's responses about personalized AI agents were disappointing. He estimated about 20 million people use such agents now, including Meta's Muse and SpaceX's Grok Bot, and predicted usage could reach billions daily. He called personalized agents the biggest risk to Apple's ecosystem.

Confirmed

Global impact / market context

If personalized agents become the main way people interact with technology, they could sit between Apple and its customers, weakening the pull of the iPhone and the paid services sold through it. That could pressure Apple's services revenue and profit per sale over time.

Analyst inference

Apple is leaning on Siri improvements and privacy to defend its position, which means its answer to agents may come through software rather than new hardware. Meta and SpaceX already offer early agent products, so competition for consumer attention is forming outside Apple's ecosystem.

Analyst inference

What to watch

1. Apple's comments highlighted AI-powered Siri and user privacy and security, so watch whether future updates add agent-like abilities beyond current Siri features. Confirmed
2. Watch whether Apple announces a clear plan for personalized agents, since Munster said management avoided the topic and framed it as the biggest ecosystem risk. Proposed
3. Track usage of Meta's Muse and SpaceX's Grok Bot, because Munster's estimate of 20 million users rising to billions implies adoption shifts that could pull customers away from Apple's services. Analyst inference

Evidence

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