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When Apple ditched Google Maps -- or even the native YouTube app -- from iOS 6, it did so as a means of further separating itself from dependency on outside companies. Cupertino loves providing intuitive functionality for its users, but it loves those options even more when the company is in total control. Today, word comes of Apple hiring Amazon's A9 executive William Stasior to head-up work on Siri. Could a more Apple-centric search be far behind?
According to a report from AllThingsD, Stasior will soon take the lead on future Siri development. Stasior was formerly in charge of Amazon's A9 search and navigation subsidiary. A9 is also responsible for the tech behind customized advertising tied in to your Amazon product searches.
When you search the web on an iOS device, you have a few third-party options to utilize. Google is the obvious leader, and given the uneasy relationship between Apple and Google these days, it's understandable Cupertino may be looking for a way to become more independent.
Siri is an ingenious program, still a bit tied down by technical limitations. But as the friendly personal assistant that fits in your pocket, there's clearly a ton of potential, given the right advancements. Stasior's resume -- which includes Oracle and AltaVista, in addition to Amazon -- could add a breath of fresh air to the program.
More than just advanced search functionality from within Siri, Apple would also benefit from Stasior's experience in advertising technology. Pushing iAd usage seems like an obvious goal for Apple, and Stasior would undoubtedly make contributions to the effort.
Siri has moved beyond the realm of the iPhone 4S, finding its way on to the third-gen iPad and fifth-gen iPod Touch. If Apple can find a way to develop its own unique twist on search functionality, pushing Siri as the best way to find stuff on the web, Stasior's employment makes perfect sense.
Follow this article's author, Matt Clark on Twitter.