Apple has announced a major leadership change in its artificial intelligence division, placing Mike Rockwell at the helm of Siri development. The move comes as the tech giant aims to accelerate its AI capabilities amid growing competition.
Rockwell, who previously led the Vision Products Group and spearheaded the development of Apple's Vision Pro headset, will now report directly to software chief Craig Federighi. This restructuring removes Siri from the oversight of John Giannandrea, Apple's Senior VP of Machine Learning and AI Strategy.
The leadership shuffle follows reports of delays in Siri's planned AI improvements, now pushed back to 2026. Industry experts note that Apple faces mounting pressure to enhance its virtual assistant as competitors like ChatGPT, Google Gemini, and Amazon's Alexa continue advancing their AI capabilities.
Paul Meade, who managed hardware engineering for Vision Pro, will take over leadership of the Vision Products Group following Rockwell's transition. The changes reflect CEO Tim Cook's push to reinvigorate Apple's AI development efforts after the company's AI system, Apple Intelligence, failed to meet expectations.
Rockwell's appointment brings fresh perspective to Siri's development, given his track record of successfully bringing major hardware products from concept to market. The reorganization suggests Apple is prioritizing practical implementation and faster delivery of AI features to consumers.
While Apple has not officially commented on the restructuring, the news is expected to be communicated to employees this week. The changes emerged following Apple's annual "Top 100" leadership meeting, where AI development was a central topic of discussion.
The tech community awaits Apple's next moves as it works to close the gap with competitors in the rapidly evolving AI landscape. These organizational changes may shape the future direction of Siri and Apple's broader AI strategy in the coming years.