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Apple CEO John Ternus pressed software engineering chief Craig Federighi to pursue a more ambitious artificial intelligence strategy, according to Bloomberg’s Mark Gurman. The company wants to move beyond routine Siri improvements and build an assistant that can complete work for users.
Ternus reportedly held a closed-door meeting with Federighi in recent weeks. He urged him to accelerate Apple’s software roadmap and act with greater urgency as rivals advance their own AI products.
The reported message reflects concern inside Apple that the company has been too cautious. Gurman said Ternus views the current approach as too incremental and wants Apple to match the pace of competitors in AI development.
Apple’s reported goal is to make Siri more like an autonomous AI agent. Instead of waiting for a user to issue each command, such a system could track goals and continue working across multiple steps.
That could allow Siri to handle tasks such as planning an itinerary, coordinating follow-up actions, or completing work across apps. The company is reportedly studying capabilities similar to those offered by OpenAI’s Dots, Meta’s Muse and xAI’s Grok.
Ternus has described Siri as primarily request-based today. He has also said its modern, orchestrator-driven architecture gives Apple room to expand its capabilities over time.
Apple is already preparing more advanced Siri features through iOS 27.3. These reportedly include tools to organize Safari tabs, edit messages and perform multiple actions within Photos. The broader agentic shift would represent a bigger change. It would require Siri to understand intent, retain context and act reliably without constant supervision.
The central challenge will be delivering an agent that is useful without compromising privacy or security. Ternus has said Apple wants agentic features to work in a way that protects both. For now, the reports describe an internal push rather than a confirmed product launch. But they signal that Apple’s leadership wants AI to become a core part of its next phase, not an accessory to its devices.
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