(Reuters) - Apple Inc ( AAPL.O ) 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 Inc’s ( GOOGL.O ) Google and Amazon.com Inc ( AMZN.O ).
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.
In recent years, though, Apple has embedded its voice assistant more deeply into its iOS and macOS operating systems, letting it control things like adding calendar appointments, and expanded it from phones to laptops.
Amazon has even started selling Echo devices, which feature Alexa, in some of its 470 Whole Foods retail stores.
This holiday season, Apple’s will jump into the fray and compete against those speakers with its forthcoming HomePod, which will feature Siri.
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