Apple Shifts Leadership of Siri Amid Rising Competition
September 01 2017 - 3:04PM
Dow Jones News
By Tripp Mickle
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 Amazon.com
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.
It also comes amid concerns, detailed in a June article in The
Wall Street Journal, that Siri, which popularized voice assistants
when Apple introduce it in 2011, has lost ground to rivals
including Alphabet's Google Assistant and Amazon's Alexa as those
competitors opened up to third-party apps.
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.
Mr. Federighi, who like Mr. Cue reports to Apple Chief Executive
Tim Cook, had a stint at Apple in the 1990s then rejoined in 2009
to oversee engineering for the Mac operating system. In 2012 he
gained responsibility for its iOS smartphone software as well, and
in that role has been deeply involved with Siri already.
He takes on full oversight of Siri as Apple is on the cusp of
releasing its first smart speaker, the HomePod, in December. Its
success will largely hinge on Siri's integration in the device and
ability to perform tasks, including playing specific songs on
command.
Competitors also are bolstering their voice-assistant teams. The
Journal reported on Friday that Amazon is adding hundreds of
engineers to its Alexa program and has put in charge of the
business a veteran executive known for scaling high-growth
operations.
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."
Apple has opened Siri to about a dozen different types of
third-party apps, allowing people to use their voice to access
payment and ride-sharing apps such as Venmo and Uber. By
comparison, Amazon's Alexa has more than 12,000 custom commands for
third-party apps that allow users to order coffee, start a guided
meditation or check their bank-account balance.
Apple says more than 375 million of its devices access Siri each
month across 21 languages, and that Siri fields nearly 2 billion
requests a week.
Mr. Cue, meanwhile, also has added new responsibilities in other
areas in recent months, including oversight of Apple's video
strategy. The company recently hired two of the Hollywood
executives behind "Breaking Bad" and earmarked $1 billion for the
development of original video content.
Write to Tripp Mickle at Tripp.Mickle@wsj.com
(END) Dow Jones Newswires
September 01, 2017 14:49 ET (18:49 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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