The Floor Moved

Apple rebuilt Siri from scratch. Announced it at WWDC yesterday. Gemini under the hood, full screen reading, cross-app actions, standalone app shipping on every device. Two billion active devices get a capable AI assistant without anyone downloading anything or filing an IT ticket.

That last part is the part worth sitting with.

For two years the bottleneck on AI inside companies has been adoption. Not the models. Not the price. Getting people to actually use the thing. Every new tool required a decision, a budget line, a learning curve. Most people skipped it.

Apple just made AI a default. Same way autocorrect is a default. Your team doesn’t adopt it. It’s already there the next time they pick up their phone.

This is the third time this pattern has played out. ChatGPT won with a text box. Copilot won by sitting inside Office. Now Apple takes it one layer deeper — the device itself. Each step down the stack removes one more reason not to use it.

The companies that handle this well won’t be the ones with the fanciest AI strategy. They’ll be the ones that already decided what AI is for inside their business before the question became moot. Thirty-four percent of companies have a formal AI policy. The other sixty-six percent are about to find out what happens when the floor moves and you haven’t picked a stance.