Apple reportedly planning executive shake-up to address Siri delays

Apple reportedly planning executive shake-up to address Siri delays

  • 20.03.2025 19:19
  • arstechnica.com
  • Keywords: Apple, Siri

Apple is reorganizing its executive team to address delays in its AI-powered Siri, with CEO Tim Cook reportedly losing confidence in AI head John Giannandrea. Mike Rockwell, creator of the Vision Pro headset, will take over Siri development, while Giannandrea remains but focuses on other AI initiatives. The shake-up aims to revive Siri after its 2026 release was pushed back, following Apple's ambitious promotion of its AI capabilities during the iPhone 16 launch.

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Estimated market influence

Apple

Apple

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Analyst rating: Buy

Apple is facing delays with Siri and has reorganized its executive team.

John Giannandrea

Negativesentiment_dissatisfied
Analyst rating: N/A

John Giannandrea, Apple's AI head, is losing oversight of Siri development due to Cook's dissatisfaction.

Context

Business Insights and Market Implications

  • Apple's Siri Delay: Apple delayed its improved Siri feature, originally planned for 2025, until 2026. This delay reflects challenges in delivering AI capabilities despite entering the generative AI space later than competitors.

  • Executive Shake-Up:

    • John Giannandrea, Apple's AI head, is losing oversight of Siri development due to dissatisfaction with the progress of AI-backed features.
    • Mike Rockwell, creator of the Vision Pro, will take over Siri development, signaling a shift in leadership and focus on product delivery.

  • Leadership Changes:

    • Paul Meade, Rockwell's deputy, will manage Apple's Vision Products Group, which develops VR headsets.
    • Craig Federighi retains ultimate responsibility for software engineering, including iOS, iPadOS, and macOS.

  • Market Impact:

    • The delay in Siri and subsequent leadership changes may undermine confidence in Apple's AI strategy and competitive positioning against firms like Google and Amazon.
    • Generative AI features are critical to tech companies' strategies; Apple's delayed Siri could affect consumer perception and market share.

  • Strategic Shifts:

    • Apple is reorganizing to accelerate AI-driven product development, potentially aligning with the technical expertise of Rockwell and his team.
    • The Vision Pro, while not a commercial success like the iPhone, demonstrated internal confidence in Rockwell's ability to deliver complex products.

  • Long-Term Effects:

    • The shake-up may improve execution but risks creating instability if repeated. Competitors could capitalize on Apple's perceived AI lag.
    • Regulatory scrutiny of tech giants' AI practices may increase, impacting future product launches and market dynamics.

  • Competitive Dynamics:

    • Apple faces pressure to catch up with competitors in AI-driven features. The delay in Siri and leadership changes highlight the challenges of integrating advanced AI into consumer products.
    • Rockwell's transition to managing Siri development underscores the importance of balancing hardware and software innovation within the company.