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Apple Changes Leadership on Siri Which Is Losing Ground

  • Software chief Federighi takes responsibility from Cue
  • Amazon’s Alexa and Google’s assistant introduced since Siri
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Photographer: David Paul Morris/Bloomberg

Apple Inc. has shaken up responsibility for a key product, Siri, in an effort to integrate the voice-activated assistant more deeply into the company’s devices in the face of competition from rivals including Amazon.com Inc.

Software head Craig Federighi will now oversee Siri rather than services chief Eddy Cue. The change was made official this week in updates to the executives’ biographies on the Apple website. Cue, who is in charge of products such as iTunes, Apple Music, Maps and iCloud, has taken on more responsibility with the addition of a video content creation team that may form the basis of a new streaming service for the iPhone maker.