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Apple CEO Pushes for Greater Progress on AI

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Apple CEO Pushes for Greater Progress on AI

Apple’s CEO is reportedly pressuring the company’s artificial intelligence czar to move faster with the company’s AI efforts.

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Chief Executive John Ternus has pushed Apple senior vice president of software engineering Craig Federighi to “accelerate the company’s road map and move quickly beyond merely making necessary improvements to Siri,” Bloomberg News’ Mark Gurman wrote Sunday (Nov. 8) in his Power On newsletter.

Gurman cited sources familiar with the matter who say the CEO is frustrated by what he views as hesitance to embrace AI with the same enthusiasm as rivals. Ternus has goaded Federighi to make changes in a closed-door meeting, the report added.

Federighi, Gurman wrote, has a reputation for being an AI skeptic, voicing concerns “about the technology’s privacy, security, societal and employment implications.”

“But the world has changed around Federighi — and around Apple itself,” the report added, arguing Apple no longer has the power to dismiss the AI efforts of companies like Meta, Google, OpenAI and Anthropic.

Meanwhile, PYMNTS wrote last week about the news that Apple is placing new restrictions on employee AI use.

Restrictions like these, the report said, are a sign of a new reality for enterprise AI: each new prompt, automated workflow and software development task can generate a new charge. Unlike traditional software licenses, usage-based AI costs can increase as workers rely more on the technology.


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