Continuing the coverage of Tim Cook's appearance at D10, where he talked all things Apple, the CEO said the company's voice recognition technology - Siri - is getting new features. The software launched in beta form on the iPhone 4S in 2011, and was well received on its debut.

Cook said Apple has a lot of people working on the technology, and will "double down" on the software, though didn't provide specific information on future improvements.

Walt Mossberg said to Cook that "actually, a lot of the time it doesn't work" and "that's not what a lot of people have come to think about Apple products."

"Customers love it. It's one of the most popular features of iPhone 4S ... but there's more that it can do and we have a lot people working on this and I think you'll be really pleased with some of the things you'll see over the coming months ... We've got some cool ideas about what Siri can do," Cook added.

On if voice technology was critical to phones, Cook said customers want to relate to the phone in a "different way." He said voice, when combined with the understanding of contact, can project a personality. Cook added he thinks customers will be really happy with the technology.

"This is something that people dreamed of for years, I think, and it's here. It's really here. Yes, it can be broader and so forth but we see unbelievable potential here. Siri, as a feature, has moved into the mainstream; people hear the word Siri and know what you're talking about," Cook added, since the technology's debut in October 2011. The CEO added Siri has a personality, and becomes "many people's best friend."

Siri allows users to speak to iPhones to perform tasks such as checking the weather, searching for contacts, the web and other functions. The technology was in the news recently for claiming the Nokia Lumia 900 was the "best" phone on the market, not the iPhone 4S, which was patched by Apple and since does not mention the Windows Phone.