Craig Federighi, Apple's senior vice president of software engineering, speaks during an announcement of new products at the Apple Worldwide Developers Conference in San Jose, Calif., Monday, June 5, 2017. (AP Photo/Marcio Jose Sanchez)
INTERNATIONAL - Apple has transferred responsibility for Siri, its voice assistant, from content chief Eddy Cue to operating systems chief Craig Federighi, a sign that the company is looking to embed the voice assistant more deeply into its core systems amid rising competition from Alphabet’s Google and Amazon.com. 

Apple made the change in an update to the company’s executive biography pages. 

Cue, a senior vice president, had overseen Siri since 2012 when Scott Forestall, Apple’s software chief at the time, was fired by chief executive Tim Cook. Cue is primarily known as Apple’s chief content deal maker, negotiating the company’s pivotal deals with record companies during the iTunes era and more recently its Apple Music streaming deals. 

- REUTERS