Apple has initiated a significant leadership reshuffle as the tech giant grapples with delays in bringing its generative AI features, particularly an AI-powered Siri, to market. According to a Bloomberg report, Apple CEO Tim Cook has replaced John Giannandrea, the former head of the Siri team, with Mike Rockwell, the current vice president of the Vision Products Group. This move underscores Apple’s urgency to accelerate its AI ambitions and remain competitive in the rapidly evolving AI landscape.
John Giannandrea, who joined Apple in 2018 after leading Google’s AI and search teams, was tasked with advancing Apple’s AI capabilities, including the development of a more personalized and intelligent Siri. However, concerns over the pace of progress under his leadership reportedly led Cook to lose confidence in Giannandrea’s ability to deliver on product development timelines. This prompted the decision to appoint Rockwell, a seasoned executive who has been instrumental in the development of Apple’s Vision Pro, the company’s mixed-reality headset.
Mike Rockwell, now heading Apple’s AI division, will report directly to Craig Federighi, Apple’s senior vice president of software engineering. Rockwell’s background in leading complex, cutting-edge projects like the Vision Pro positions him as a key figure in driving Apple’s AI strategy forward. Meanwhile, Paul Meade, previously responsible for hardware engineering for Apple’s AR/VR headset, will take over Rockwell’s former role as head of the Vision Products Group.
This leadership overhaul highlights the growing pressure on Apple to innovate in the AI space, where competitors like Google, Microsoft, and OpenAI have made significant strides. Apple’s delay in launching generative AI features, such as a more advanced Siri, has raised concerns about its ability to keep pace with industry trends. The company is reportedly working on integrating AI into its ecosystem, including improvements to Siri, AI-driven photo editing, and enhanced auto-reply features for Messages.
As Apple prepares for its Worldwide Developers Conference (WWDC) in June, all eyes will be on how the company plans to unveil its AI advancements. With Rockwell at the helm of its AI efforts, Apple aims to regain its competitive edge and deliver the next generation of AI-powered experiences to its users.
