Category Archives: Siri

Siri Shift- The Move to Craig Federighi’s OS Group Marks a Big Change for Siri

If you are an Apple fan, you’ve probably already heard that the company has officially shifted the responsibility for Siri from Eddy Cue’s Services Group over to Craig Federighi’s OS Group. On the face of it, this may not seem like a big deal, but looking beyond this one event to the context of many other changes in the last year, I feel like it will be, and I’m not alone in thinking that.

It also could easily be interpreted as a failure on the part of Mr Cue, who has done wonders for stabilizing and incrementally improving Apple Maps, iCloud, and Apple Music. Despite his successes in other areas, it is difficult to ignore the stagnation and lack of direction for Siri under his watch. Based on recent comments from both former and current Siri team members, it seems that there has been a lack of effective leadership, direction and emphasis on the service over the last several years. That period of time has seen all of the other major voice assistant platforms catch or surpass Siri in both accuracy and capability.

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