Apple has hired Amazon search guru Bill Stasior to head up its Siri unit, according to AllThingsD.
The publication has said that Stasior, who has been in charge of A9.com - Amazon's search and advertising unit - since 2003 will now oversee Siri.
Siri, Apple's famous voice-activated personal assistant program, was acquired in April 2010 to launch a big stake in voice-activated search.
While Siri has had a high profile in the iPhone range, Apple has lost some of the talent who created it. Adam Cheyer, who co-founded the voice recognition software, recently left the company. CEO Dag Kittlaus departed in October 2011.
There is speculation the company will eventually remove Google as a search option from its popular smartphones, computers and software.
MIT graduate Stasior has a wealth of experience working for tech firms. He has previously done stints at Oracle, Netcentives and AltaVista before joining Amazon as a director of search and navigation in 2003.
A year later, he founded A9.com, which provides search for Amazon sites worldwide, as well as other online retail sites.