Apple’s new CEO reportedly presses Federighi to make Siri a true AI agent

Apple’s new chief executive, John Ternus, wants the company to move faster on artificial intelligence and has told software chief Craig Federighi to go beyond small Siri upgrades, according to a Bloomberg report by Mark Gurman, which cites unnamed sources. Apple has not confirmed it.

A Siri that acts instead of answers

Per the report’s public summary, the goal is to turn Siri into a true AI agent. An agent, in this sense, is an assistant that carries out tasks on a person’s behalf rather than only replying to questions. Bloomberg’s accompanying newsletter, which is paywalled and which we could not open, carries a headline about Apple exploring a Siri agent in the style of a ChatGPT product and about a shake-up for iOS 28. We cannot say what either item contains beyond that headline.

The reported message to Federighi is about pace and ambition. Ternus is said to want Apple to push past incremental Siri changes toward agentic and other advanced capabilities. The public text gives no timeline, feature list or product name.

What the report does not establish

The story rests on anonymous sources, and Apple has made no public statement about it. Everything above is Bloomberg’s account, not an Apple announcement. We could not find an Apple newsroom post, filing or executive statement describing a Siri agent or a change in AI priorities, so there is no official confirmation of the plan, its scope or when it would ship.

Nor does the public summary say what has been decided, what is still being explored, or which Apple devices would get such features. Readers should treat the iOS 28 reference in Bloomberg’s headline as a signal of direction only. It is not a commitment.

Why the pressure on Federighi matters

The report places the push on the executive who runs Apple’s software. That fits the picture of a new CEO using the first stretch in the job to set the tempo on the company’s most visible AI product. Siri is the assistant most Apple customers already have in their pocket, so any move to an agent would reach that installed base without a separate app.

Whether Apple can deliver is the open question, and the sources read so far do not answer it. For now the practical takeaway is narrow: according to Bloomberg, the instruction from the top is to aim higher than Siri tweaks. We will update this article if Apple comments or Bloomberg’s reporting adds detail.