Apple's Siri team gets a new boss

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Apple's Siri team gets a new boss

Apple's Eddy Cue is no longer in charge of Siri, according to Apple's updated leadership page.

Cue, who runs internet software and services for Apple, has been in charge of all of Apple's online services, including Maps, Music, iTunes, iCloud, and Siri for years.

The new role was noted on Friday in a change to Mr. Federighi's biography on Apple's website.

Apple didn't respond to a request for comment.

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.

"Craig oversees the development of iOS, macOS, and Siri", Federighi's bio says. Siri now controls third-party apps to do things like summon a ride or book a table.

In addition to giving Federighi the power to mold Siri's integration into Apple's platforms as he sees fit, the handover might also give Cue more time to focus on Apple's original content efforts. 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 attention. Amazon has even started selling Echo devices, which feature Alexa, in some of its 470 Whole Foods retail stores.

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