Apple CEO Ternus Presses Federighi to Accelerate AI Development
The new chief executive reportedly wants Apple to move beyond basic Siri upgrades and compete more aggressively in the rapidly evolving artificial intelligence industry.
Apple CEO John Ternus has reportedly urged the company’s software chief, Craig Federighi, to accelerate its artificial intelligence development and adopt a more ambitious strategy. According to a report by Bloomberg’s Mark Gurman published on November 8, 2026, Ternus held a private meeting with Federighi in recent weeks, expressing frustration over what he considers a lack of urgency in Apple’s response to competitors. The CEO reportedly wants the company to move beyond improving Siri and develop more advanced AI capabilities that can strengthen its position in the industry.
A major priority is transforming Siri into a more advanced AI assistant capable of independently completing tasks on behalf of users. The proposed direction would move the assistant beyond its traditional question-and-answer functions towards an agent-based system that can interact with applications and carry out complex requests. Apple has already introduced a rebuilt version of Siri using technology based on Google’s AI models, but the company is reportedly considering further improvements that could arrive as early as next year.
The report also raises questions about the future of Apple’s AI leadership. Mike Rockwell, who played a major role in developing the Vision Pro and leading the new Siri project, is reportedly considering leaving his position or the company next year. Meanwhile, Apple is adjusting its software development process for iOS 28 and other operating systems to give engineers more time to write code and explore new features. The changes are intended to improve development flexibility and accelerate innovation across the company’s software products.
The reported push highlights the growing pressure on Apple as competitors continue investing heavily in AI assistants, autonomous agents and advanced software tools. Although Ternus has publicly expressed confidence in Apple’s AI direction, his reported discussions with Federighi suggest that the company wants to move faster to close the gap. Apple has not officially commented on the reported meeting or confirmed a launch date for an agent-based Siri. The coming months could therefore prove important in determining how aggressively Apple reshapes its AI strategy under its new leadership.
