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Apple grabs Amazon A9 exec to run Siri unit

10/15, 4:07pm

Search exec hire could be meant to boost Siri's capabilities

Apple has reportedly brought on William Stasior, an executive at Amazon who runs A9, Amazon's search and search advertising unit. Stasior will now take over the unit within Apple dedicated to its Siri digital assistant. The hire is thought to be aimed at improving Siri's search capabilities, and observers note that it could signal a stronger move into Internet search for Apple, a company that has typically relied on third-party services to power search in its devices.

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