Gurman: Apple's new CEO Ternus urges software chief Federighi to boldly advance AI

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IT Home, November 8 news: Bloomberg reporter Mark Gurman disclosed in the "Power On" newsletter updated this evening (the 8th) that Apple's new CEO John Ternus urged software engineering chief Craig Federighi to accelerate the development of the AI business and adopt a bolder strategy, with the goal of upgrading Siri into an AI agent capable of autonomously completing tasks for users.

At last week's earnings call, Ternus expressed considerable optimism about Apple's AI business. When discussing the new version of Siri, Ternus was even more confident: Apple has finally realized a vision it has held for years, and the company's AI business has entered a new chapter. "We are very pleased with the reviews and feedback we have received, and we are also very happy to see more and more users able to experience it."

Facing the AI wave led by companies such as OpenAI, Meta, Google, and Anthropic, Apple no longer has the strength it once had to choose to stay on the sidelines.

Long-standing management problems in Apple's software division have also drawn attention as a result. Federighi is accustomed to personally participating in meetings and major decisions, and some employees believe this management style makes it difficult for dissenting views to gain support. He also frequently engages in heated debates with those who hold opposing views, using his familiarity with technical details and outstanding debating ability to rebut proposals he does not agree with.

IT Home learned from the report that this approach sometimes leaves members of the software engineering and design teams dissatisfied, and some believe it is difficult for them to influence the final direction of product development.

Federighi's preference for short-term planning is also a problem. He usually makes plans only for the next 12 to 18 months, while Apple's hardware division is accustomed to planning products years in advance. The two working styles are sometimes difficult to coordinate, which not only slows product development but may also result in first-generation products whose features and design are not bold enough.

Apple hopes to integrate the development of hardware and AI software more closely, so how to coordinate the planning methods of the two divisions will become an important task for Ternus. Although Apple remains an industry leader in hardware design and engineering, software development has not always been able to keep pace with hardware.

Nevertheless, Federighi also has the ability to solve problems that other executives find difficult to handle. Last year, after Apple found that former AI chief John Giannandrea could not deliver on the company's promises for Siri, Federighi took over development work and, in a relatively short period of time, launched a new version of the assistant that could operate normally. Statement: This is an exclusive article from Sina.com, and reproduction without authorization is prohibited. tech_web_article_v2015_block_bottom non-targeted 300*250 button 17/09 wenjing begin

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