Bloomberg reported that Apple CEO Tim Cook has “lost confidence” in SVP of AI John Giannandrea, effective immediately. Giannandrea will no longer oversee Siri product development, and Vision Pro head Mike Rockwell will take the lead.
While a change at the top may seem daunting for Siri’s future, Rockwell’s past experience with the assistant suggests he has potential to turn it around. Prior to Apple Intelligence’s debut, Rockwell expressed skepticism about Siri, even considering alternative voice control methods. However, his team ultimately dropped this idea.
Bloomberg noted that Rockwell had publicly criticized Siri and pitched new ideas for years. This newfound leadership gives fans a sense of hope. In contrast, under Giannandrea’s direction, Siri Director Robby Walker compared the latest efforts to setting a Guinness Book record, sparking criticism from some who feel Apple was already behind in the AI race.
Rockwell will face significant challenges with his new role, but his past experiences and willingness to speak up may help turn Siri around. With WWDC25 approaching, hopes are high for a more positive Siri story to emerge.
Source: https://9to5mac.com/2025/03/23/apple-executive-shakeup-new-siri-revamp-ai