Apple Shakes Up AI Executive Ranks in Bid to Turn Around Siri (bloomberg.com)
- Reference: 0176778971
- News link: https://apple.slashdot.org/story/25/03/20/168205/apple-shakes-up-ai-executive-ranks-in-bid-to-turn-around-siri
- Source link: https://www.bloomberg.com/news/articles/2025-03-20/apple-vision-pro-chief-mike-rockwell-named-siri-head-giannandrea-keeps-ai-role
> Chief Executive Officer Tim Cook has lost confidence in the ability of AI head John Giannandrea to execute on product development, [1]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.
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> 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.
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> 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.
Further reading : [2]'Something Is Rotten in the State of Cupertino'
[1] https://www.bloomberg.com/news/articles/2025-03-20/apple-vision-pro-chief-mike-rockwell-named-siri-head-giannandrea-keeps-ai-role
[2] https://apple.slashdot.org/story/25/03/13/1815207/something-is-rotten-in-the-state-of-cupertino
Apple have lost something intangible (Score:2)
The have lost 'their way'. I don't understand the apple product line up or their 'vision' at all. not that i need to understand it, but as a current apple user and possible future buyer I don't really get what is happening here.
Macs - mini is cool. we get it. Where the 27" imac ? or 32" imac no-fuckingwhere that's where.
Mac books, we have so many slices of air vs pro 13 vs 14 vs 16, m2 m3 m4 pro max ultra, half speed ssd, some pro-motion, some this some that. I'm still on a 2019 16" but i'm genuninely no
Re: (Score:2)
> I don't understand the apple product line up or their 'vision' at all. not that i need to understand it, but as a current apple user and possible future buyer I don't really get what is happening here.
Apple is now the poster child for coasting on previous successes. They've made some good moves leveraging their existing talent to improve existing products (i.e. transitioning their computers to Apple Silicon), but most of their new product lines have struggled to gain much traction despite their huge devel
AI is largely a flop anyway... (Score:2)
Look ... I'm as fascinated as the next guy at seeing what kind of responses a ChatGPT type program gives to queries. But these voice assistants don't need to become ChatGPT mouthpieces.
The little bit I've seen of Apple doing AI in other places has been a non-starter for me, too. (EG. They let it summarize text messages you receive so in the car, via Apple CarPlay, it reads you this AI generated cliff-notes version of the group of texts that came in. Every time I let it do that though? I get this nonsensic
Re: (Score:2)
it's a problem that didn't need solving. Apple have forgotten what it is that made them great. Their products used to solve hard or difficult problems that people faced, and solve them in interesting and superlative ways. They had great UI and tools. Re: Jobs famous quote about the bicyle and efficiency. Which he applied to the Macintosh. But what does this AI mash up get us ? We dont need or want mashed up confused snippets of messages that are already short enough. It doesn't help, it doesn't solve a
Uh... (Score:2)
> Chief Executive Officer 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
Shouldn't Apple be promoting/hiring an extremely talented AI developer to lead the group? I don't see what moving over a leader from a product in a completely different market, not to mention its very tepid reception, is going to accomplish for the AI team.
But the Vision Pro is a failure (Score:1)
Why is the Vision Pro project lead being put in charge? The Vision Pro flopped. Because it’s just a bad knockoff of the Meta Quest that most people can’t afford. John Giannandrea should have been fired months ago. Does Tim Cook even know what Apple is selling anymore?
AI (Score:2)
So they've given up on cars so I guess the next logical thing is to make rockets.