Apple is fundamentally restructuring its AI management level and has appointed Mike Rockwell, the former head of the Vision Pro project, to realign Siri.
This strategic decision comes at a time when Apple is feeling increased pressure to catch up in the highly competitive AI market. While competitors such as Google and OpenAI present impressive progress in generative AI, Apple is struggling with delays in the further development of its virtual assistant. The change at the top of the Siri team signals Apple’s determination to strengthen its position in the AI sector.
Under the new management structure, Rockwell will report directly to software chief Craig Federighi, while John Giannandrea, previously in charge of Siri, will focus on AI research and technologies. CEO Tim Cook has reportedly lost confidence in Giannandrea’s ability to drive AI product development forward.
Challenges for Siri under new leadership
The problems at Siri are underlined by recent delays to key features, which have been described as “ugly” and “embarrassing” by Siri boss Robby Walker. The planned improvements to the voice assistant are now not expected to be released until next year instead of this spring as originally planned.
Rockwell brings valuable experience to the table, having successfully led the development of the Apple Vision Pro headset. Interestingly, he has criticized Siri in the past and made suggestions for improvements, suggesting that he comes with a clear vision for the future of the assistant.
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Summary
- Change of leadership at Apple: Mike Rockwell takes over from John Giannandrea as head of Siri development
- Realignment of responsibilities: Giannandrea remains at Apple and focuses on AI research
- Delays in Siri updates: important functions will not be available until 2025 instead of spring 2024 as planned
- Competitive pressure: Apple is under pressure to make progress in view of the rapid advances in AI at Google and OpenAI
- Strategic focus: The restructuring underlines Apple’s ambition to improve its AI capabilities and remain competitive
Source: Bloomberg
