Apple CEO Furious at Company Executives After Siri Launch – Here's Why

A Bloomberg investigation reveals that Apple CEO John Ternus is pressuring the software division to accelerate AI development following the launch of Siri AI. Behind closed doors, frustration is growing over falling behind OpenAI agents, and a senior division executive is considering resignation.

A Bloomberg investigation reveals that Apple CEO John Ternus is pressuring the software division to accelerate AI development after the launch of the Siri AI voice assistant. While management publicly expressed satisfaction, behind closed doors frustration is mounting over lagging behind OpenAI agents. At the center of the tension is a heated meeting between Ternus and software division head Craig Federighi, described as an AI skeptic. Employees describe a rigid decision-making pattern and short-term planning. Mike Rockwell, who led the development of the Siri AI engine, is considering resigning. The beta version of iOS 27.3 restores a feature for deep control within apps, but the company still lags in autonomous capabilities compared to competitors like OpenAI, Meta, and Grok. The article notes that the lag could threaten Apple's position as a leading technology company.