Apple CEO Presses Software Chief for More Ambitious AI Strategy
Bloomberg reports that Apple's CEO is pressing the company's software chief to pursue a more ambitious AI strategy. The report discloses no specific models, parameters or product roadmap, reflecting only internal urgency over Apple's AI pace.
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Apple CEO Presses Software Chief to Pursue More Ambitious AI Strategy
The company wants to turn Siri into a true AI agent.
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By Mark Gurman
November 8, 2026 at 3 PM UTC
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Apple’s new CEO is pressing software chief Craig Federighi to take a more ambitious approach to AI as the company looks to transform Siri into an autonomous agent that can get things done for users. Also: The company shakes up its development strategy for iOS 28, and the new MacBook Pro goes on sale.
Last week in Power On: Apple missed a chance to be revolutionary with the touch-screen MacBook Pro.
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