Apple is still investing to make sure its own voice-enabled personal assistant keeps up with the times. TechCrunch reports that Apple has spent at least $40 million to buy Cue, a personal assistant application that until recently had been available as a standalone iOS app. AppleInsider notes that a lot of Cue’s functionality is very similar to the sort of predictive information delivery that’s the speciality of rival personal assistant app Google Now. Given that Apple has been making investments to boost Siri’s abilities, it’s not a stretch to think that Apple will use Cue’s technology to keep Siri competitive with both Google Now and Microsoft’s upcoming personal assistant software due to launch next year.

Prior to joining BGR as News Editor, Brad Reed spent five years covering the wireless industry for Network World. His first smartphone was a BlackBerry but he has since become a loyal Android user.