Apple didn’t hesitate to use shady tactics for 24 days to steal Siri from its original founder

In the ever-evolving world of technology, breakthroughs often come with stories of fierce competition, relentless ambition, and complex ethical questions. 

One of the most revealing tales of modern tech acquisition is Apple’s pursuit of Siri, the voice assistant that today is an integral part of millions of Apple devices worldwide.

Behind Siri’s smooth interface and widespread adoption lies a story of intense pressure and unyielding determination led by one of technology’s most iconic figures, Steve Jobs.

According to insiders, Jobs called Siri’s co-founder every day for 24 consecutive days, refusing to take no for an answer until the company was sold to Apple.

This episode casts light not only on Apple’s aggressive acquisition strategies but also on the broader tensions between innovation, power, and morality in the tech industry.

Siri’s origins trace back to a simple iPhone app designed to help users accomplish practical tasks, such as booking dinner reservations, locating movie theaters, or ordering taxis.

At the time, it was one app among many, competing in a crowded marketplace. Yet, when Steve Jobs first encountered Siri’s demo in 2010, he immediately recognized something transformative.

Unlike many leaders who might see only incremental improvements, Jobs envisioned a future where voice assistants would redefine human-computer interaction.

He saw Siri not just as a utility, but as a new way for people to communicate with their devices—an intuitive, natural interface that would remove barriers between user intent and digital action. This vision was far ahead of the app’s current capabilities but hinted at a technological revolution in the making.

However, acquiring Siri was not a straightforward business transaction. The company’s founders, understandably protective of their creation, were reluctant to sell.

For them, Siri was the product of passion, innovation, and a unique vision. Steve Jobs, known for his intense focus and persistence, was unwilling to let the opportunity slip away.

When the founders resisted, Jobs escalated his efforts, reportedly calling one of Siri’s co-founders every day for 24 days straight. This relentless approach demonstrates a dimension of business negotiation rarely seen in such extreme form.

Where others might consider a refusal definitive, Jobs treated it as a challenge to overcome with persistence bordering on obsession.

This 24-day campaign was not just a negotiation tactic; it was a manifestation of Jobs’ belief in the strategic importance of Siri. He understood that voice interfaces would be pivotal in Apple’s future ecosystem and was determined to integrate Siri as a foundational technology.

Once the founders agreed, Jobs elevated Siri’s development to a top priority within Apple. He personally oversaw its integration, meeting regularly with the team until health issues prevented the co-founder from continuing.

This level of involvement underscores how seriously Jobs took the project and how integral he believed Siri would be to Apple’s competitive edge.

Nevertheless, this story also invites critical examination. The pressure applied by Jobs raises ethical concerns about the use of power in tech acquisitions. Apple, already a dominant force, leveraged its status to wear down the resistance of smaller innovators.

This imbalance of power is emblematic of a broader issue in the tech world, where startups often face overwhelming pressure from established giants.

The tactics used—calling every day for nearly a month—could be perceived as coercive, pushing founders toward a decision motivated more by exhaustion than genuine agreement. Such practices may discourage innovation by creating an environment where creators fear losing control over their work.

Moreover, the acquisition highlights a recurring tension between rapid innovation and fair business conduct. On one hand, Apple’s aggressive approach accelerated the integration of voice assistant technology into consumer electronics, benefiting millions by pushing the boundaries of convenience and accessibility.

Siri’s success helped popularize voice-activated digital assistants and spurred competitors to innovate, fostering industry-wide advancements.

On the other hand, the human cost—stress on founders, potential loss of autonomy, and the overshadowing of smaller players—raises important questions about what should be sacrificed in the name of progress.

The story also reflects on Steve Jobs’ complex legacy as a visionary and a tough negotiator. His determination brought Siri into Apple’s fold, turning it into a core feature that helped shape the company’s identity in the 2010s and beyond.

Yet, the methods he employed show a willingness to blur ethical lines when pursuing what he believed was a strategic imperative. Jobs’ approach may be seen as a lesson in the power of vision combined with persistence but also a cautionary tale about the risks of unchecked ambition.

Looking beyond the immediate circumstances, the Siri acquisition serves as a case study for current and future tech leaders. It illustrates the power dynamics between startups and tech giants and the ethical dilemmas inherent in such relationships.

For policymakers, it offers insights into how market dominance can influence innovation ecosystems, potentially calling for regulatory scrutiny to ensure fair competition and protect smaller innovators. For entrepreneurs, it highlights the importance of resilience but also the challenges posed by industry titans who may use their influence aggressively.

In the broader context of technological evolution, voice assistants like Siri represent a significant shift in how humans interact with machines. By enabling natural language communication, Siri and its competitors—Google Assistant, Amazon Alexa, and others—have transformed user expectations and behaviors.

Apple’s early acquisition and integration of Siri positioned it as a pioneer in this domain, influencing the trajectory of smart technology development worldwide. The story behind Siri’s acquisition, therefore, is not just about one company’s business tactics; it is about shaping the future of human-computer interaction.

At the same time, the intense acquisition tactics reveal the high stakes and competitive pressures in the technology sector. Companies race to secure innovations that can deliver strategic advantage, sometimes pushing ethical boundaries.

This creates a complex environment where the quest for market leadership intersects with the need for responsible business conduct. The 24-day call campaign by Steve Jobs epitomizes this intersection—bold vision driving aggressive tactics that can inspire or alarm, depending on perspective.

In summary, Apple’s acquisition of Siri provides a revealing glimpse into the challenges and contradictions of tech innovation. Steve Jobs’ persistence transformed a simple app into a revolutionary interface, but not without employing pressure tactics that invite scrutiny.

The episode underscores the dual nature of technological progress, where brilliant ideas and harsh realities coexist. As the tech industry continues to grow and evolve, the lessons from Siri’s story remain relevant, reminding us to balance ambition with ethics and innovation with fairness.