Amazon has launched Alexa+, a next-generation AI assistant powered by generative AI, aimed at enhancing the user experience for Prime members. The new assistant promises improved natural speech capabilities, complex orchestration, and comprehensive accessibility, positioning itself as the world's best personal assistant. Alexa+ will be available for free to Prime members, while the standard subscription is priced at $19.99 per month. The rollout prioritizes owners of Echo Show devices, with over 600 million Alexa-enabled devices already in use. Meanwhile, xAI's Grok-3 has emerged as a top performer in the AI arena, tying for the number one spot overall and across various categories including hard prompts, coding, math, creative writing, instruction following, and longer queries. Grok-3's voice mode, particularly its 'unhinged' setting, has been highlighted for its entertainment value and addictiveness. Apple, on the other hand, faces delays in its AI development, with the anticipated major upgrade to Siri now expected no earlier than iOS 20 in 2027. This delay, which includes the rollout of iOS 18.5 and iOS 19.4 updates and the introduction of LLM Siri, raises questions about Apple's competitiveness in the AI race, as rivals like Amazon and xAI continue to advance their AI technologies.