Apple shuffles AI executive ranks in bid to turn around Siri
Apple is undergoing a rare shake-up of its executive ranks, aiming to get its artificial intelligence efforts back on track after months of delays and stumbles, according to people familiar with the situation.
CEO Tim Cook has lost confidence in the ability of AI head John Giannandrea to execute on product development, so he's moving over another top executive to help: Vision Pro creator Mike Rockwell. In a new role, Rockwell will be in charge of the Siri virtual assistant, according to the people, who asked not to be identified because the moves haven't been announced.
Rockwell will report to software chief Craig Federighi, removing Siri completely from Giannandrea's command. Apple is poised to announce the changes to employees this week. The iPhone maker's senior leaders — a group known as the Top 100 — just met at a secretive, annual offsite gathering to discuss the future of the company. Its AI efforts were a key talking point at the summit, Bloomberg News has reported.
The moves underscore the plight facing Apple: Its AI technology is severely lagging industry rivals, and the company has shown little sign of catching up. The Apple Intelligence platform was late to arrive and largely a flop, despite being the main selling point for the iPhone 16.
Rockwell is currently the vice president in charge of the Vision Products Group, or VPG, the division that developed Apple's headset. As part of the changes, he'll be leaving that team and handing the reins to Paul Meade, an executive who has run hardware engineering for the Vision Pro under Rockwell.
An Apple spokeswoman declined to comment on the moves.
The need to rescue Siri is especially urgent. The company has struggled to release new features that were announced last June, including the ability to tap into a user's data to fulfill queries. Despite the technology not being ready, Apple advertised the enhancements for months on TV in order to sell the iPhone 16. Following development snags, the company further delayed the features earlier this month.
The Apple manager who has led Siri until now told his team in a recent meeting that the delays were "ugly' and that staffers may be angry and embarrassed. The executive, Robby Walker, also said he was unsure when the features would actually arrive due to competing development priorities. Apple has publicly stated that the features will be ready sometime in the "coming year.'
Apple shares have declined 14% this year, part of a broader retreat for tech stocks. They fell less than 1% to $214.62 as of 12:23 p.m. Thursday in New York.
Tim Cook, CEO, from left, John Giannandrea, senior vice president of machine learning and AI strategy, and Craig Federighi, senior vice president of software engineering at Apple. |
bloomberg
By tapping Rockwell, Apple is betting on an executive with proven technical experience. He has demonstrated the ability to ship new products and run an engineering organization with thousands of people. Rockwell has a knack for solving problems and often takes the role of evangelist for futuristic technologies.
Rockwell is known as the brains behind the Vision Pro, which is considered a technical marvel but not a commercial hit. Getting the headset to market required a number of technical breakthroughs, some of which leveraged forms of artificial intelligence. He is now moving away from the Vision Pro at a time when that unit is struggling to plot a future for the product.
Over the last decade, Rockwell has been one of the few Apple executives to take a major hardware device from "zero to one' — industry parlance for conceiving a new product and bringing it to market. He joined Apple's hardware engineering group in 2015, and the company released the Vision Pro in February of last year.
Giannandrea has a different background. A former Google star, he was hired in 2018 to run Apple's AI work. Giannandrea had been one of Alphabet Inc.'s most senior executives, overseeing the search and AI divisions. Rockwell, in contrast, doesn't have prior experience as an AI leader or clout within the burgeoning machine-learning community.
Apple has set the stage for the change by increasingly referring internally to the Vision Pro and VPG initiatives as "AI products.' Rockwell's experience with hardware also could help the company more deeply embed AI into its future devices. Already, the company is exploring the idea of AirPods with outward-facing cameras that could feed data to AI.
Siri — the AI division's main consumer product — has had a number of bosses over the years. When Apple first launched the voice assistant in 2011, it was overseen by software executive Scott Forstall. It was then given to services chief Eddy Cue in 2012 and transferred to the current software head, Federighi, in 2017. Giannandrea took it over a year later. Now it will be led by Rockwell, with oversight returning again to Federighi.
Giannandrea will remain at the company, even with Rockwell taking over Siri. An abrupt departure would signal publicly that the AI efforts have been tumultuous — something Apple is reluctant to acknowledge. Giannandrea's other responsibilities include oversight of research, testing and technologies related to AI. The company also has a team reporting to Giannandrea investigating robotics.
Federighi, Rockwell's new manager, is the company's senior vice president of software engineering. He oversees development of Apple's iOS, iPadOS and macOS operating systems, as well as development tools. Along with Giannandrea, he was a key figure in the development of Apple Intelligence. Right now, he's also orchestrating an extensive revamp of the company's core software.
Siri had been plagued by engineering and quality problems long before Giannandrea arrived on the scene. Though he struggled to turn around that technology, he's made headway in other areas. That includes luring top AI researchers to Apple, which hadn't been known for such work in the past. He also unified the company's AI work under one roof, pulling in related technologies from across Apple into a single division.
The AI management shift has been months in the making and predates Apple announcing the Siri delays. Last year, the company tapped Rockwell deputy Kim Vorrath to help advise the Siri team. She's known for bringing order and execution to troubled development programs. In January, she was officially moved over to the AI group as a top lieutenant to Giannandrea to oversee AI program management.
In the past several days, Apple started moving over another senior manager from Rockwell's team — Aimee Nugent — to the Siri group. Like Vorrath, she has a reputation for fixing challenging projects. The changes allowed two of Rockwell's trusted executives to evaluate the organization before he became heavily involved.
Inside Apple, Rockwell hasn't been shy about criticizing Siri, according to people familiar with the matter. For years, he has pitched senior vice presidents on ideas for overhauling the voice assistant to make it more personalized. He has also been advising the AI group in recent weeks. Even before the management changes, Giannandrea long considered Rockwell a potential successor.
When developing the Vision Pro, Rockwell believed that Siri could be a central way to control the $3,499 device. Now, it's only a limited element, with the company primarily focusing on hand-and-eye control.
Rockwell has had more experience with the AI team in recent months as the company worked to bring Apple Intelligence to the Vision Pro. The features are launching on the headset in April as part of a visionOS software upgrade.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
4 hours ago
Many Japanese Children Using AI for Study
Japan Data Society Education Jun 11, 2025 A survey in Japan found that many children had experience of using various types of AI tools, usually without any established rules in home or school. A survey of Japanese children found that 84% of elementary students and 80.4% of junior high students have used digital assistants like Alexa or Siri (defined in the survey as AI). It was conducted by the internet service provider Nifty among schoolchildren visiting its website Nifty Kids between March and April 2025, obtaining 1,430 valid responses. While fewer students use ChatGPT because of the age restriction and need for parental consent before opening an account, 50.7% of elementary and 62.5% of junior high students had used it. In addition. 36.6% of elementary and 44.6% of junior high students reported that they had used AI for studying or homework. Students are using AI in a variety of ways depending on the situation, including 'getting help with structuring an essay,' 'asking for explanations of math problems,' or 'checking homework.' Most students are using AI as a support tool, but some students said they had used AI 'to write an entire essay' for them. When asked whether there were any rules in place at school or home regarding the use of AI, 87.5% responded that they had no definite rules. (Translated from Japanese. Banner photo © Pixta.) AI
Japan Today
a day ago
- Japan Today
Apple plays it safe on AI despite Wall Street pressure
By Glenn CHAPMAN and Alex PIGMAN Apple on Monday remained on its cautious path to embracing generative AI even as rivals race ahead with the technology and Wall Street expresses doubts over its strategy. The pressure was on Apple not to disappoint at its annual Worldwide Developers Conference (WWDC) a year after the iPhone juggernaut made a promise it failed to keep -- to improve its Siri voice assistant with generative AI. The annual WWDC is addressed to developers who build apps and tools to run on the company's products. Despite last year's disappointment, Apple insisted on Monday it was still very much in the AI race, announcing incremental updates to its Apple Intelligence software, including the ability for app makers to directly access a device's AI capabilities. This would allow users to engage with apps using generative AI while offline, letting them interact ChatGPT-style with a hiking app, for example, while in remote areas without a connection. Apple CEO Tim Cook briefly mentioned that Siri's AI makeover was still under development and "needed more time to meet our high quality bar," which includes Apple's standards on privacy and data security. "We are making progress, and we look forward to getting these features into customers' hands," he added. For Gadjo Sevilla, senior analyst for Emarketer, "the delays to Apple's in-house AI efforts will continue to draw scrutiny." "Especially since rivals like Google and Samsung are moving ahead by introducing new on-device AI capabilities, or partnering with AI startups like Perplexity (in Samsung's case) to provide users with AI features," he added. The biggest announcement at the event was the renaming of Apple's operating systems so that releases better match their release year. The next operating system will be iOS 26 and will be available across all of Apple's devices -- including the Mac, Watch and Vision Pro headset -- in the fall, in time for the likely release of the next iPhone 17. Today, Apple's operating systems have vastly different nomenclatures across devices, including the current iOS 18 for the iPhone or macOS 15 for Mac computers. Apple also announced that the new operating system will be the first major iOS redesign since 2013, calling the new look "Liquid Glass." The relationship between Apple and app-making developers has been strained in recent years, with developers chafing at the iPhone maker's high fees for getting access to the App Store. A marathon lawsuit by Fortnite maker Epic Games ended with Apple being ordered to allow outside payment systems to be used in the U.S. App Store. Adding to doubts about Apple's direction is the fact that the legendary designer behind the iPhone, Jony Ive, has joined with ChatGPT maker OpenAI to create a potential rival device for engaging with AI. Apple also has to deal with tariffs imposed by President Donald Trump in his trade war with China, a key market for sales growth and the place where most iPhones are manufactured. Trump has also threatened to hit Apple with tariffs if iPhone production wasn't moved to the US, a change which analysts say would be impossible given the costs and capabilities required. Wall Street analysts remain divided on Apple's prospects, with the stock down about 17 percent since the start of the year, wiping over $600 billion from its market value and far outshone by its Big Tech rivals. While some analysts remain optimistic about Apple's long-term AI monetization potential, others worry the company's cautious approach may prove costly in the longer term. WWDC "was void of any major Apple Intelligence progress as Cupertino is playing it safe and close to the vest after the missteps last year," said Dan Ives of Wedbush Securities. "We have a high level of confidence Apple can get this right, but they have a tight window to figure this out," he added. © 2025 AFP
Japan Today
a day ago
- Japan Today
Chinese hackers and user lapses turn smartphones into a 'mobile security crisis'
FILE - A child holds an iPhone at an Apple store on Sept. 25, 2015 in Chicago. (AP Photo/Kiichiro Sato, File) By DAVID KLEPPER Cybersecurity investigators noticed a highly unusual software crash — it was affecting a small number of smartphones belonging to people who worked in government, politics, tech and journalism. The crashes, which began late last year and carried into 2025, were the tipoff to a sophisticated cyberattack that may have allowed hackers to infiltrate a phone without a single click from the user. The attackers left no clues about their identities, but investigators at the cybersecurity firm iVerify noticed that the victims all had something in common: They worked in fields of interest to China's government and had been targeted by Chinese hackers in the past. Foreign hackers have increasingly identified smartphones, other mobile devices and the apps they use as a weak link in U.S. cyberdefenses. Groups linked to China's military and intelligence service have targeted the smartphones of prominent Americans and burrowed deep into telecommunication networks, according to national security and tech experts. It shows how vulnerable mobile devices and apps are and the risk that security failures could expose sensitive information or leave American interests open to cyberattack, those experts say. 'The world is in a mobile security crisis right now,' said Rocky Cole, a former cybersecurity expert at the National Security Agency and Google and now chief operations officer at iVerify. 'No one is watching the phones.' U.S. authorities warned in December of a sprawling Chinese hacking campaign designed to gain access to the texts and phone conversations of an unknown number of Americans. 'They were able to listen in on phone calls in real time and able to read text messages,' said Rep. Raja Krishnamoorthi of Illinois. He is a member of the House Intelligence Committee and the senior Democrat on the Committee on the Chinese Communist Party, created to study the geopolitical threat from China. Chinese hackers also sought access to phones used by Donald Trump and running mate JD Vance during the 2024 campaign. The Chinese government has denied allegations of cyberespionage, and accused the U.S. of mounting its own cyberoperations. It says America cites national security as an excuse to issue sanctions against Chinese organizations and keep Chinese technology companies from the global market. 'The U.S. has long been using all kinds of despicable methods to steal other countries' secrets,' Lin Jian, a spokesman for China's foreign ministry, said at a recent press conference in response to questions about a CIA push to recruit Chinese informants. U.S. intelligence officials have said China poses a significant, persistent threat to U.S. economic and political interests, and it has harnessed the tools of digital conflict: online propaganda and disinformation, artificial intelligence and cyber surveillance and espionage designed to deliver a significant advantage in any military conflict. Mobile networks are a top concern. The U.S. and many of its closest allies have banned Chinese telecom companies from their networks. Other countries, including Germany, are phasing out Chinese involvement because of security concerns. But Chinese tech firms remain a big part of the systems in many nations, giving state-controlled companies a global footprint they could exploit for cyberattacks, experts say. Chinese telecom firms still maintain some routing and cloud storage systems in the U.S. — a growing concern to lawmakers. 'The American people deserve to know if Beijing is quietly using state-owned firms to infiltrate our critical infrastructure,' U.S. Rep. John Moolenaar, R-Mich. and chairman of the China committee, which in April issued subpoenas to Chinese telecom companies seeking information about their U.S. operations. Mobile devices can buy stocks, launch drones and run power plants. Their proliferation has often outpaced their security. The phones of top government officials are especially valuable, containing sensitive government information, passwords and an insider's glimpse into policy discussions and decision-making. The White House said last week that someone impersonating Susie Wiles, Trump's chief of staff, reached out to governors, senators and business leaders with texts and phone calls. It's unclear how the person obtained Wiles' connections, but they apparently gained access to the contacts in her personal cellphone, The Wall Street Journal reported. The messages and calls were not coming from Wiles' number, the newspaper reported. While most smartphones and tablets come with robust security, apps and connected devices often lack these protections or the regular software updates needed to stay ahead of new threats. That makes every fitness tracker, baby monitor or smart appliance another potential foothold for hackers looking to penetrate networks, retrieve information or infect systems with malware. Federal officials launched a program this year creating a 'cyber trust mark' for connected devices that meet federal security standards. But consumers and officials shouldn't lower their guard, said Snehal Antani, former chief technology officer for the Pentagon's Joint Special Operations Command. 'They're finding backdoors in Barbie dolls,' said Antani, now CEO of a cybersecurity firm, referring to concerns from researchers who successfully hacked the microphone of a digitally connected version of the toy. It doesn't matter how secure a mobile device is if the user doesn't follow basic security precautions, especially if their device contains classified or sensitive information, experts say. Mike Waltz, who departed as Trump's national security adviser, inadvertently added The Atlantic's editor-in-chief to a Signal chat used to discuss military plans with other top officials. Secretary of Defense Pete Hegseth had an internet connection that bypassed the Pentagon's security protocols set up in his office so he could use the Signal messaging app on a personal computer, the AP has reported. Hegseth has rejected assertions that he shared classified information on Signal, a popular encrypted messaging app not approved for the use of communicating classified information. China and other nations will try to take advantage of such lapses, and national security officials must take steps to prevent them from recurring, said Michael Williams, a national security expert at Syracuse University. 'They all have access to a variety of secure communications platforms,' Williams said. "We just can't share things willy-nilly.' © Copyright 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.
