Apple is restructuring its executive team to revitalize Siri, with Mike Rockwell taking over management from John Giannandrea, amid concerns over the virtual assistant’s lack of progress and user dissatisfaction. The company faces pressure to deliver a significant AI update, with a timeline that may extend to 2027, as it seeks to regain trust following criticism of previous AI announcements and a class-action lawsuit for false advertising.
Apple is undergoing significant changes in its executive ranks as part of an effort to revitalize Siri, its virtual assistant, following a disappointing AI upgrade that failed to address longstanding user complaints. John Giannandrea, who previously led Apple’s AI initiatives, is losing oversight of the Siri team, which will now be managed by Mike Rockwell, formerly in charge of the Vision Pro headset. This shift indicates a strategic move to bring fresh leadership to Siri, with Rockwell reporting to software chief Craig Federighi, who will ultimately oversee the upcoming Siri update.
The decision to reorganize the Siri team raises questions about Giannandrea’s future at Apple, especially given the company’s history of firing executives after product failures. While Giannandrea has a strong reputation in the AI field, the lack of significant progress with Siri has led to speculation about his role. In contrast, Rockwell’s experience with the Vision Pro, despite its lackluster market impact, may provide a new perspective on improving Siri’s functionality.
Apple has not provided a clear timeline for the anticipated AI update to Siri, with some reports suggesting it may not arrive until next year or even as late as 2027. This delay is concerning for investors who are hoping for a breakthrough in AI technology that could drive a new cycle of iPhone sales. The company has acknowledged the need for more time to refine the update, but specifics remain scarce.
The executive shakeup comes in the wake of criticism regarding Apple’s previous AI announcements, which many felt were premature and lacked substance. The company faced backlash over a commercial that promoted features that were not yet available, leading to a class-action lawsuit for false advertising. This situation has further eroded trust among users and investors alike.
Looking ahead, the next opportunity for Apple to showcase its AI advancements will be at the Worldwide Developers Conference (WWDC) in June. However, there are concerns about whether the new leadership can effectively turn around Siri and deliver on promises made to users. The transition period for the new executive team may also contribute to further delays, leaving many to wonder how Apple plans to rebuild confidence in its AI capabilities.