Apple is shaking up its executive ranks as it tries to revamp its struggling artificial intelligence efforts, including the Siri virtual assistant. In a move aimed at boosting productivity and addressing long-standing delays, the company has promoted Mike Rockwell, the creator of Vision Pro, to lead the Siri team.
According to people familiar with the situation, CEO Tim Cook has lost confidence in John Giannandrea’s ability to execute on product development, so he is moving Rockwell into a new role. Rockwell will report directly to Craig Federighi, software chief, and oversee Siri from now on.
The change marks a significant shift for Apple, which has struggled to catch up with industry rivals in AI technology. The company has been criticized for delays in releasing new features for the iPhone 16, including its ability to tap into user data. Despite these issues, Apple is betting on Rockwell’s expertise to revamp Siri and help deepen AI integration into future devices.
Rockwell’s appointment comes after a series of moves aimed at stabilizing the Siri team, including the transfer of several senior managers from his own team. The changes have allowed trusted executives like Kim Vorrath and Aimee Nugent to evaluate the organization before Rockwell became heavily involved.
Under Rockwell’s leadership, Apple aims to make Siri more personalized and user-friendly. While the voice assistant has faced criticism for its performance, Rockwell believes it has a crucial role to play in controlling future devices, including the Vision Pro.
The move is seen as an attempt by Apple to revitalize its AI efforts, which have been plagued by engineering and quality problems. With Rockwell at the helm, the company hopes to improve Siri’s performance and expand its use of AI technology across various products.
Source: https://finance.yahoo.com/news/apple-shuffles-ai-executive-ranks-162500488.html