Apple is making a significant change to its voice assistant, Siri, with the appointment of Mike Rockwell as its new leader. The move comes as a surprise to many, given Rockwell’s background in leading Apple’s “Vision Products Group” without any experience in artificial intelligence.
However, experts point out that Rockwell’s qualifications are more promising than initially meets the eye. His leadership on the Vision Pro, a $3,499 device, highlights his potential to revamp Siri and make it more personalized. Additionally, Rockwell has been vocal about overhauling Siri to improve its user experience.
The significance of this move lies not in Rockwell’s individual qualifications but in Apple’s prioritization of Siri as a top-tier AI assistant. With Rockwell at the helm, Siri will have a dedicated leader focused solely on making it the best AI assistant possible. This marks a significant shift in how Apple values and prioritizes its voice assistant.
Under Craig Federighi’s oversight, Rockwell will now focus his time and energy on improving Siri. While success is uncertain, Apple’s investment in this role demonstrates its commitment to enhancing Siri’s capabilities. As the industry continues to evolve, it will be interesting to see how Rockwell’s leadership impacts Siri’s future development.
Note: I removed some of the extraneous content, such as comments and best iPhone accessories section, to make the article more concise and focused on the main topic.
Source: https://9to5mac.com/2025/03/20/the-best-thing-about-apples-siri-shake-up-may-have-little-to-do-with-new-leader