Apple shakes up AI leadership to enhance Siri performance

Apple reshuffles AI executives, appointing Mike Rockwell to lead Siri, amid ongoing struggles and delays in AI product development.

In Short

Apple is reorganising its AI leadership, with Mike Rockwell taking charge of Siri following CEO Tim Cook’s concerns about John Giannandrea. This shift aims to enhance Siri’s development amidst delays and competition in the AI market.

Apple Inc. is reorganising its artificial intelligence leadership to enhance the development of Siri following recent delays.

CEO Tim Cook has expressed a lack of confidence in AI head John Giannandrea, prompting the appointment of Mike Rockwell, the creator of the Vision Pro headset, to oversee Siri.

Rockwell will report to software chief Craig Federighi, effectively removing Siri from Giannandrea’s jurisdiction. Apple plans to announce these changes to employees this week.

Lagging competitors

The company faces pressure as its AI technology continues to lag behind competitors. Despite promoting AI features for the iPhone 16, these features have been delayed, leading to dissatisfaction amongst staff.

Rockwell, an experienced executive known for product innovation, will replace Giannandrea but will not cause his immediate departure from the company. Giannandrea will continue managing AI research, testing, and related technologies.

Over the years, Siri has been led by several executives, and Giannandrea took over in 2018. Apple’s internal discourse increasingly aligns AI initiatives with hardware, which may support deeper integration of AI in future products.

The upcoming AI changes within Apple were anticipated, as the company has been adjusting personnel to strengthen the Siri team. Rockwell’s background may enable improved personalisation of Siri, reflecting years of proposed enhancements.