The battle of mobile digital assistants is getting fiercer, with Microsoft pushing harder for Cortana adoption on both Windows and non-Windows devices, but Apple can’t just sit and watch its rivals gaining ground on this side of the market.



So the latest ad released by the company for its iPhone 6s is specifically supposed to bring Siri into the spotlight, but this time, in a difference way.
The ad features the one and only Cookie Monster, who highlights some of Siri’s key features, such as setting up a timer and playing a user-created playlist, all without even touching the phone.
Without a doubt, digital assistants are here to stay, and this is one of the reasons so many companies are investing in this new technology. As compared to Apple, Microsoft is seeking a more personal approach and wants Cortana to offer a personalized experience to every user out there.
That’s why it needs access to personal information such as messages, emails, contacts, and location, Microsoft says, as Cortana has to learn everything about you to really act as a personal assistant.
With Siri, Apple’s adopting a different strategy, but this doesn’t necessarily mean that it’s less capable than Cortana. In the end, it’s all a matter of choice, and Apple’s trying to convince you with this new ad to go for an iPhone and Siri.

https://youtu.be/CCbWyYr82BM