Apple Reorganizes Executive Team to Rescue Siri [Report]

Apple is shaking up its executive team to refocus its artificial intelligence initiatives, particularly around Siri, following months of setbacks, according to a Bloomberg report. Sources familiar with the matter say the company is reassigning key leaders to address delays and bolster its lagging AI capabilities.

The changes stem from CEO Tim Cook's apparent dissatisfaction with John Giannandrea, Apple's current AI chief, and his handling of product development. Mike Rockwell, the executive behind the Vision Pro headset, is stepping in to take charge of Siri. Sources, who requested anonymity as the moves are not yet public, say Rockwell will now report to software head Craig Federighi, effectively removing Siri from Giannandrea's oversight. Apple plans to inform employees of the shift this week, following a recent offsite meeting of its senior leadership, known as the Top 100, where AI strategy took center stage.

Rockwell currently leads the Vision Products Group (VPG), which launched the Vision Pro last year. He'll transition away from that role, handing leadership to Paul Meade, a hardware engineering executive within the VPG. Meanwhile, Giannandrea, a former Google executive hired in 2018 to spearhead Apple's AI efforts, will stay on, retaining oversight of broader AI research and related projects like robotics. An Apple spokeswoman declined to comment.


The urgency to fix Siri is clear. Announced features from last June, such as using personal data to answer queries, remain unreleased despite heavy promotion for the iPhone 16. Development hurdles led Apple to push these updates to sometime in the "coming year," a delay one Siri manager, Robby Walker, recently called "ugly" in a team meeting, noting uncertainty around delivery timelines.

Rockwell brings a strong track record to the role. Known for guiding the Vision Pro to market, he's proven adept at managing large engineering teams and delivering complex products. His work on the headset involved AI-related innovations, though it hasn't achieved commercial success. With Rockwell now focused on Siri, Apple is leaning on his problem-solving skills to turn around a voice assistant that's fallen behind competitors.

Siri's leadership has shifted multiple times since its 2011 debut under Scott Forstall. It moved to Eddy Cue in 2012, then to Federighi in 2017, before landing with Giannandrea in 2018. Now, Rockwell takes the helm, again under Federighi's supervision. This latest change reflects Apple's broader push to integrate AI more deeply into its ecosystem, with Rockwell's hardware expertise potentially aiding that effort.

The company has also redeployed other talent to support Siri. Kim Vorrath, a Rockwell deputy, joined the AI group in January to streamline program management, while Aimee Nugent, another VPG veteran, recently transitioned to tackle ongoing challenges. Both are known for rescuing troubled projects, signaling a concerted effort to stabilize Siri's development.


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