Apple Restructures AI Strategy Under Craig Federighi, Partners with Google for Siri Overhaul

Apple has restructured its artificial intelligence (AI) strategy under software chief Craig Federighi, aiming to accelerate the overhaul of its virtual assistant, Siri. This shift includes a partnership with Google to integrate its Gemini AI models into Apple's products, addressing previous internal delays and organizational challenges.

In December, Apple consolidated its AI leadership under Federighi, who now oversees the company's AI organization. This move followed the reassignment of Siri's responsibility from the AI group to Federighi's software division earlier in the year. In January, Apple announced plans to utilize Google's Gemini AI models to power future AI upgrades, including an improved version of Siri. Federighi believes that integrating a third-party model will enable Apple to deliver a revamped Siri later this year, following a postponement in 2025.

Despite the partnership with Google, Apple intends to continue developing its own AI models, particularly those designed to run on devices. The company plans to adapt models derived from external partners to operate more fully on Apple hardware, aiming to reduce long-term dependence on third-party solutions. To support this goal, Apple is considering acquisitions of smaller AI firms specializing in model compression and optimization.

Internally, concerns have been raised about placing AI under Federighi's control. Colleagues describe him as cost-conscious and skeptical of investments with uncertain returns, a stance that contrasts with rivals like OpenAI, Meta Platforms, and Google, who invest heavily in AI infrastructure and talent. Federighi has expressed a preference for deterministic software behavior, rejecting proposals to use AI for dynamic changes that might confuse users.

This strategic shift follows Federighi's experimentation with large language models after the release of ChatGPT in late 2022. Convinced of their potential, he instructed teams to explore integrating similar capabilities into Apple products. However, some team members felt they lacked sufficient guidance on how their models would be used, limiting their ability to compete with external alternatives.

As Apple continues to refine its AI strategy, the company is balancing internal development with external partnerships to enhance its product offerings and maintain competitiveness in the rapidly evolving AI landscape.