According to a job ad on the Apple website, the company is looking for a replacement for Siri - the "virtual assistant" for its iPhone range.
Here's the description:
"We’re looking for a uniquely creative individual to help us evolve and enrich Siri, our virtual personal assistant. Siri’s known for ‘her’ wit, cultural knowledge, and zeal to explain things in engaging, funny, and practical ways. The ideal candidate is someone who combines a love for language, wordplay, and conversation with demonstrated experience in bringing creative content to life within an intense technical environment."