Apple's AI Reboot: Vision Pro's Rockwell Takes Over Troubled Siri

Apple is overhauling its executive ranks to salvage its floundering AI strategy, according to Bloomberg's Mark Gurman. CEO Tim Cook has lost confidence in AI head John Giannandrea and is bringing in Vision Pro creator Mike Rockwell to lead Siri development.

Rockwell will report to software chief Craig Federighi, completely removing Siri from Giannandrea's control. The changes follow Apple's secretive "Top 100" leadership summit where AI strategy dominated discussions.

The shake-up addresses a painful reality: Apple's AI technology trails competitors badly. Apple Intelligence arrived late and disappointed users despite being the iPhone 16's main selling point.

Rockwell brings proven technical chops and product delivery experience to the role. He engineered the Vision Pro headset – a technical marvel if not a commercial hit. Giannandrea, a former Google AI star hired in 2018, will remain at Apple despite the effective demotion.

The Siri crisis reached a breaking point when promised AI features were repeatedly delayed. Siri boss Robby Walker recently told staff the delays were "ugly" and potentially "embarrassing." Apple has already deployed troubleshooters from Rockwell's team to assess the damage.

Why this matters:

• Apple's AI stumbles threaten its premium positioning in an increasingly AI-driven market – consumers won't keep paying top dollar for second-rate intelligence.
• The leadership shuffle reveals Cook's willingness to make tough personnel calls when billion-dollar initiatives falter – even at the risk of public embarrassment.

Read on, my dear:

Bloomberg: Apple Shuffles AI Executive Ranks in Bid to Turn Around Siri