Apple's Federighi Takes Shot at AI Race, Unveils Rebuilt Siri
Apple's software chief calls out rivals for building 'AI for the sake of AI' while unveiling a ground-up Siri overhaul.
Apple SVP Craig Federighi isn't impressed with the AI arms race. The software chief took a direct swing at competitors, saying some companies "appear to be racing forward" to build AI without caring about the people who actually use it.
His phrase — "AI for the sake of AI" — is a barely veiled jab at rivals pouring resources into models and features that prioritize capability over usability.
The backdrop for this trash talk? Apple says it has completely rebuilt Siri from the ground up, placing artificial intelligence at the core of its personal assistant. Not a refresh. Not an update. A full reconstruction.
The message is clear: Apple thinks it can win the AI war by focusing on user experience rather than raw benchmarks. Whether the new Siri actually delivers on that promise remains to be seen.