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A familiar face at Apple will now be in charge of Siri

by Danny Zepeda | September 2, 2017September 2, 2017 2:00 pm PDT

A new face will be leading the development of Siri within Apple’s leadership hierarchy. Previously, that responsibility fell under Eddy Cue’s supervision, but now it will be Craig Federighi leading the Siri department.

Cue’s title at Apple was Senior Vice President with a focus on software and services, with him overseeing iTunes, Apple Music, iCloud, Maps and Siri. But there was a reshuffling of responsibilities, with more of the original content responsibility falling onto Cue’s shoulders.

To offset, Federighi took over Siri on top of him already overseeing macOS and iOS.

It’s unclear at the moment what this means for Siri in terms of its integration with Macs and iPhones and its development as an assistant. Siri has been sorely lagging behind Alexa and Google Assistant in functionality and usability.

It’s an area Apple needs to address as the importance of voice assistant continues to grow, and Federighi taking over Siri may be Apple’s way of enhancing the development of its own voice assistant.

Apple Apple Insider

Danny Zepeda

Born and raised in Southern California, Danny grew up on a steady diet Pixar, Star Wars and Steven Spielberg movies. Unbeknownst to him, this was...

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