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Apple Overhauls AI Strategy, Taps Craig Federighi to Lead Siri’s Transformation into Advanced Chatbot

Apple is embarking on a major shift in its approach to artificial intelligence, placing software chief Craig Federighi in charge of a newly structured team that will guide the tech giant into a more autonomous future. This move comes as AI technologies rapidly evolve, prompting leading companies to recalibrate strategies

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Apple moved slow and broke nothing with it's AI strategy in 2025

Apple has played it safe with AI so far, and that restraint looks increasingly intentional rather than hesitant. While rivals rushed to brand themselves as AI-first companies, Apple chose not to build or market a flashy standalone generative AI product. Instead, Apple focused on protecting the reliability, privacy, and user