Apple's Software Chief Slams Rivals: AI Must Serve People

Craig Federighi, Apple's senior vice president of Software Engineering, drew a clear line between Apple's approach to artificial intelligence and that of other tech companies during the Worldwide Developers Conference (WWDC) 2026. He argued that some rivals are racing ahead without properly weighing what users actually need.

In his keynote remarks, Federighi took aim at the broader industry's approach to this emerging technology: "AI is an incredibly powerful technology. And yet, some seem to be racing ahead, pursuing AI for its own sake, without a clear focus on the people this technology is ultimately meant to serve."

The comments appeared aimed at companies such as OpenAI, Google and Meta — tech giants that have pushed a rapid stream of products to market over the past two years. Federighi, by contrast, framed Apple's more cautious strategy as the more useful path, stressing that Apple's AI becomes more capable by drawing on a user's own personal context.

Federighi said the new Siri is not simply a chatbot. He described it as an integrated, conversation-driven assistant that steps in to help users in the moment.