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# The AI Assistant Apple Should Have Shipped
- URL: https://www.philsimon.com/the-ai-assistant-apple-should-have-shipped/
- Published: 2026-10-09T13:21:46.000Z
- Updated: 2026-10-09T13:21:46.000Z
- Description: As it turns out, a better, more reliable Siri already exists.
- Author: Phil Simon
- Tags: AI, Admin, Apple, iOS, Customer Service

The new Siri AI remains decidedly uneven [at best](https://www.philsimon.com/seriously-apple/). At worst, it is frustrating as hell. If I only had a nickel for every time I've seen or heard this message over the last three weeks. 

![](https://storage.ghost.io/c/8f/b5/8fb5e321-49a6-4cf5-8a28-c6f6d5417e54/content/images/2026/10/IMG_2528.jpg)

Recurring Siri AI Message When Asked Basic Questions

Maybe Apple's is trying to boil the ocean with new Siri. A truly smart AI companion isn't impossible.

Exhibit A: [Instinct](https://instinct.co/?ref=philsimon.com). 

Perhaps you've heard of it. The buzzy startup has raised funding at a [$2.5 billion valuation](https://techcrunch.com/2026/08/26/viral-ai-startup-instinct-has-raised-350-million-at-a-2-5-billion-valuation/?ref=philsimon.com). Instinct works inside your messaging app of choice. 

I've been kicking its tires for the past week, and I'm very impressed. Instinct makes reservations and can also purchase items on its own. As you'll see below, it also monitors websites when corporations fail to provide their customers a rudimentary way to keep appraised of product updates.

## Oh, Brother

[Brother](https://en.wikipedia.org/wiki/Brother%5FIndustries?ref=philsimon.com) has yet to drop a proper macOS27 [driver](https://www.brother-usa.com/support/drivers?srsltid=AU7gw4XATKyuxwMAo7A3AqxwJJ5K74V-JDp9Jk1cjp4xv-fzsoTSgMqc&ref=philsimon.com) for my 12-year-old printer. As a result, I cannot print from apps. From the ancient company's remarkably user-unfriendly website:

![](https://storage.ghost.io/c/8f/b5/8fb5e321-49a6-4cf5-8a28-c6f6d5417e54/content/images/2026/10/brother.jpeg)

Brother Website | Click on the image to enlarge it.

Instead, I have to rely on a [Band-Aid](https://www.brother-usa.com/apps/printing-scanning/brother-iprint-scan-desktop?srsltid=AU7gw4Xlln8c9X1QWZLiojciUngzWL0uTgQKui-xwSFPp0tbj1dTQjIp&ref=philsimon.com). 

Why Brother doesn't let customers sign up for product updates absolutely mystifies me. After all, a simple button asking for an email address isn't a tough ask in 2026\. 

Yeah, I can use [Change Tower](https://changetower.com/?ref=philsimon.com) as a website monitor, but I wanted to try a new, AI-centric way. In the Apple Messages app, I asked Instinct keep an eye out on the Brother site for me: 

![](https://storage.ghost.io/c/8f/b5/8fb5e321-49a6-4cf5-8a28-c6f6d5417e54/content/images/2026/10/instinct.jpeg)

Instinct App Interaction | Click on the image to enlarge it.

As of now, Instinct is free—not that I expect that to last.

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At least one new Safari feature compensates for the deficient Siri: Apple's browser lets create website alerts, as I've done below:

![](https://storage.ghost.io/c/8f/b5/8fb5e321-49a6-4cf5-8a28-c6f6d5417e54/content/images/2026/10/safair_converted.jpeg)

Instinct App Interaction | Click on the image to enlarge it.

[Build Your Own FeatureWant to customize your preferred AI harness? Increasingly, the only limitation is your imagination.![](https://storage.ghost.io/c/8f/b5/8fb5e321-49a6-4cf5-8a28-c6f6d5417e54/content/images/icon/300br-1-f32a3aaf-0f13-496a-a2b6-05e93adf7894.png)Phil SimonPhil Simon![](https://storage.ghost.io/c/8f/b5/8fb5e321-49a6-4cf5-8a28-c6f6d5417e54/content/images/thumbnail/man_painting_his_macbook_pro-3d3ef94f-a31b-4eca-91c2-d496ade3c99e.jpg)](https://www.philsimon.com/build-your-own-feature/)

## Simon Says

Will Apple will right the AI ship anytime soon? I'm skeptical. (How Siri AI launched in a state of [eternal beta](https://www.zdnet.com/business/ios-27-siri-ai-beta-how-to-try/?ref=philsimon.com) positively mystifies me.) Bloomberg's Mark Gurman [reports](https://www.bloomberg.com/news/audio/2026-10-08/power-on-podcast-ternus-is-remaking-apple-how-far-will-he-go?srnd=phx-poweronpodcast&ref=philsimon.com) that new CEO John Termus doesn't care much what others think.

I'm not holding my breath for a better Siri. Never again will I update to an Apple OS before its third iteration.