September 1, 2017 / 10:32 PM / a year ago

Apple shifts responsibility for Siri to operating system chief

    By Stephen Nellis
    Sept 1 (Reuters) - Apple Inc          has transferred
responsibility for Siri, its voice assistant, from content chief
Eddy Cue to operating systems chief Craig Federighi, a sign that
the company is looking to embed the voice assistant more deeply
into its core systems amid rising competition from Alphabet
Inc's           Google and Inc         .
  Apple made the change in an update to the company's executive
biography pages. An Apple spokeswoman confirmed the change to
Reuters but did not comment beyond the changes.
    Cue, a senior vice president, had overseen Siri since 2012
when Scott Forestall, Apple's software chief at the time, was
fired by CEO Tim Cook.
    Cue is primarily known as Apple's chief content dealmaker,
negotiating the company's pivotal deals with record companies
during the iTunes era and more recently its Apple Music
streaming deals and its television content efforts.             
But Cue also runs Apple's internet-based services such as
    In recent years, though, Apple has embedded its voice
assistant more deeply into its iOS and macOS operating systems,
letting it control things like adding calendar appointments, and
expanded it from phones to laptops. Siri now controls
third-party apps to do things like summon a ride or book a
    Federighi, a senior vice president, oversees those operating
    The shift in Siri's leadership comes as Apple faces
increased competition to get users speaking to its devices.
Though Apple was the first major tech company to release a voice
assistant in 2011, Amazon's Alexa, Microsoft's Cortana and
Google's voice assistant have emerged to jostle for consumers
    Amazon and Google have both released voice-activated
speakers to showcase their assistants. Amazon has even started
selling Echo devices, which feature Alexa, in some of its 470
Whole Foods retail stores.             
    This holiday season, Apple's will jump into the fray and
compete against those speakers with its forthcoming HomePod,
which will feature Siri.             

 (Reporting by Stephen Nellis; Editing by Cynthia Osterman)
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