Apple's new CEO John Ternus has urged Craig Federighi, the company's software engineering chief, to accelerate Apple's AI development and adopt a bolder strategy—with the goal of transforming Siri into an AI agent capable of completing tasks on users' behalf autonomously. Although Ternus struck an optimistic note on Apple's AI efforts during the earnings call, internally it is clear that Apple still lags far behind its competitors in AI, and there is growing frustration over Federighi's previous lack of progress. Federighi is known to be an AI skeptic, concerned about AI's impact on privacy, security, society, and employment. His management style—centered on personally attending meetings and making major decisions, discouraging dissenting views, and drawing up only 12-to-18-month short-term plans—clashes with the hardware division's long-term planning model, slowing development and leading to conservative product designs. Still, Federighi is an outstanding problem-solver: after taking over AI-related work, he once managed to ship a properly functioning new version of Siri in a relatively short period. With the AI wave sweeping the industry, Apple can no longer afford to stand on the sidelines, and aligning the planning rhythms of its software and hardware divisions—while driving deep integration of software, hardware, and AI—has become a key task for Ternus.
