The Apple one attempts to use natural language, the Google one gets discontinued after it becomes somewhat well-known with a cult following, and Microsoft tries to push a competitor until after the Google one fails, at which point they adopt the standard even though their platform store is filled with junkware and no one cares anymore.
Meanwhile the aws service is still there plugging away, like simple db, because core infra in aws was built on it and they don't want to anger customers.
