Microsoft is making a big push for cross-device support in Windows 10, and part of that includes bringing its Siri-like Cortana voice control system to the iPhone. Just like Siri, Cortana lets you speak to perform tasks and retrieve information, and in some ways is considered more advanced than Apple's own system.
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I've spoken with several Windows and iPhone users who say Cortana is superior to Siri. Bringing that experience to the iPhone will force Apple to step up its voice recognition game, but it's also a shot across the company's bow. Make no mistake: Microsoft wants to eat Apple's pie.