One of the important things to notice about Siri is how it disintermediates search results pages in general and Google specifically. Instead of giving you a page of possibilities to choose from, Siri tries to give you a single authoritative answer to your question. Since Google makes all of its money by allowing advertisers to place their ads next to the items listed on the search results pages, it’s easy to see why Google Chairman Eric Schmidt is talking about Siri as a competitive threat.
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