Reports emerged Tuesday that Apple might be working on a Siri-based speaker called Siri Hub, which would compete with the Amazon Echo and Google Home. Now it seems the rumor was unfounded -- according to more recent reports, the company is in no hurry to launch a direct rival to Google and Amazon's offerings. Rather, the company is working on making the voice assistant "omnipresent AI assistant across devices," Tech Times reported Tuesday, citing unnamed Apple sources. Apple's approach seems pragmatic since the company faces a lot of competition when it comes to voice assistant functionality. While Apple had the first mover advantage with Siri, it was diluted when Google came out with its artificial intelligence (AI)-based Assistant.