Apple said that one major improvement for Siri is that users will be able to converse back and forth with Siri. After asking Siri about the World Cup in a demo, the user is able to pull down the tab to access a new text input field and more information about, in the example, World Cup matches. Siri's answers are also longer.

Under Cook’s leadership, Apple became the first publicly traded company worth $1 trillion and the world’s most admired brand. But numbers alone don’t explain Cook’s success. If Steve Jobs was the greatest business storyteller of our time, Tim Cook was the most consistent storyteller.