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    September 4, 2017

    Apple hands the development of Siri over to Craig Federighi, its macOS & iOS chief

    Siri craig federighi

    Apple has shuffled the responsibility of developing Siri to Craig Federighi, who heads up the company’s macOS and iOS divisions.

    Ever since Scott Forstall left Apple in 2012, the company’s Eddy Cue – who’s famous for spearheading the emergence of Apple Music – has remained in control of Siri. The good news, then, for everyone who feels that Siri has fallen behind the likes of Google Assistant or Amazon’s Alexa, is that Siri is now in the domain of Craig Federighi – the head of development on both iOS and macOS.

    While the move may just look like another LinkedIn-shuffle of titles and roles, the implications of the maneuver could extend far more greatly – given that Cue heads up Apple Music, Apple Pay, and iCloud, moving the digital assistant to Federighi’s portfolio could see the service integrate more closely with iOS and macOS in the future.

    Read: September 12th: Here’s what to expect from Apple’s next special event

    Conversely, the exchange could also see Cue focus shift to Apple’s reported $1 billion USD allocation for the search of original programming, where the company apparently has hopes to tackle services such as Netflix through Apple TV.

    The announcement comes shortly after Samsung’s full release of Bixby, which serves as the South Korean firm’s own digital assistant aboard the Galaxy S8, Galaxy Note 8, and Galaxy Note 7 Fan Edition.

    Though Bixby remains somewhat unfinished and rewards users with ‘points’ when assisting it to more accurately identify queries, the system operates on a contextual basis and can facilitate complex queries in an app – a far cry from Siri’s development, which for the last few months has centered on the improvement of diction.

    Siri, of course, will arrive in a new form when Apple releases its HomePod smart speaker in December this year – meaning that the digital assistant could play a larger role in bridging the gaps between Apple’s product portfolios going forward.

    Read: Samsung confirms its plans to develop an Apple HomePod, Amazon Echo rival

    What are your thoughts? How do you feel Siri should progress going forward? Be sure to let us know your opinion in the comments below!

    Follow Bryan Smith on Twitter: @bryansmithSA

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