Press Here

Apple Hires Amazon Exec to Supervise Siri



    Getty Images
    Several users find Siri unhelpful or even "sassy," and no longer use the virtual assistant.

    Apple just hired an  Amazon executive to run Siri, it's voice-recognition system, according to reports.

    William Stasior was in charge of A9, or Amazon's search and search advertising unit which he co-founded, according to AllThingsD. Stasior was also previously an AltaVista executive. He has a doctorate from the Massachusetts Institute of Technology and has been working for Amazon since 2003.

    There's been some speculation that without many of Siri's founders or engineers that its voice-recognition search could be losing steam. The hiring of Stasior may be Apple's attempt to strengthen search and make Siri a major competitor for Google. 

    That idea is easier said than done, especially since Google has existed almost solely as a search engine fro the majority of its existence. It's the equivalent of a radio manufacturer creating a viable music label and stable of pop stars. Sure, it's possible, but it's going to take time, effort and a major financial investment - and that still doesn't mean someone else won't be able to do it better.