Cook takes Siri from Cue, gives it to Federighi

A change at the top, spotted by MacRumors, confirmed by Apple PR.

From the Wall Street Journal ($):

Apple Inc. has shifted oversight of its Siri voice-assistant team to Craig Federighi, putting the product in the hands of the technology giant’s top software engineer as it contends with rising competition from rivals such as Alphabet Inc. and Inc.

The decision moves control of Siri away from another senior vice president, Eddy Cue, who had overseen it since 2012. It takes place as Siri is increasingly enmeshed in Apple’s personal computer and smartphone operating systems, which Mr. Federighi also manages…

The new role was noted on Friday in a change to Mr. Federighi’s biography on Apple’s website. An Apple spokeswoman confirmed the change but declined to comment further…

Gene Munster, an analyst with Loup Ventures, said that Mr. Federighi brings more of a technical background than Mr. Cue, who heads internet software and services and has led Apple’s push into content by striking deals with music labels and Hollywood studios. Mr. Munster expects Mr. Federighi to open up Siri to more third-party developers, allowing those outsiders to use the service much like he has done with iOS.

“This whole area around voice is getting super competitive and it’s important Apple steps up their game,” Mr. Munster said. “This change to Craig overseeing Siri is one way to do that.”

My take: Smart move, just in time.


  1. George Knott said:
    Personally, I’d like to see Tim take it all away from Cue….refresh my memory of what Cue has actually accomplished recently?

    September 1, 2017
    • Fred Stein said:
      Agree George. Jog your memory, besides Planet of Apps and Caroke, from Marrumors:
      “Cue continues to oversee the iTunes Store, Apple Music, Apple Pay, Apple Maps, iCloud, and the iWork and iLife suites of apps,”

      Apple Pay is great. Anyone thrilled with the rest?

      September 1, 2017
    • Richard Wanderman said:
      Next, please take iCloud away from him. And, it would be great if iTunes got a much needed overhaul…

      September 1, 2017
  2. Fred Stein said:
    My take, long overdue.

    Cue seems to have checked out or maybe asked to work beyond his abilities. In contrast, I’m in awe of Tim, Luca, and Craig to name a few.

    September 1, 2017
    • Jonathan Mackenzie said:
      I have never known exactly what Eddy Cue bought to this team of all stars, but I have assumed that these folks are smart enough to surround themselves with the best people. It’s Tim’s call. If he thinks Cue is worth having around, then who am I to judge? Obviously only insiders really know who contributes what to the team.

      I can only trust that Tim Cook will make the right move at the right time. Taking the voice assistant away from services and entertainment and putting it under the OS umbrella makes a lot of sense. As for keeping or firing Cue… Who knows?

      September 2, 2017
  3. Ken Cheng said:
    Just saw Eddy is enjoying the Italian GP. He’s sitting right by Fiat/Ferrari Chairman Sergio Marchionne, which I guess makes sense since he’s a board member.

    September 2, 2017

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