Apple shifts Siri responsibility

Shift in Siri's leadership comes as Apple faces competition to get users speaking to its devices

Apple has transferred responsibility for Siri, its voice assistant, from content chief Eddy Cue to operating systems chief Craig Federighi, a sign that the company is looking to embed the voice assistant more deeply into its core systems amid rising competition from Alphabet’s Google and Amazon.com.

Apple made the change in an update to the company’s executive biography pages. An Apple spokeswoman confirmed the change to Reuters but did not comment beyond the changes.

Cue, a senior vice president, had overseen Siri since 2012 when Scott Forestall, Apple’s software chief at the time, was fired by CEO Tim Cook.

Cue