Apple is overhauling its AI development team amid growing concerns about its ability to keep pace with rivals in the rapidly evolving AI landscape. The restructuring comes after the company’s virtual assistant, Siri, and other AI projects failed to gain significant traction against competitors like Amazon’s Alexa and Google Assistant.
The move is seen as a major shake-up, with Apple shifting Siri’s development under Mike Rockwell, the head of its Vision Pro team. Rockwell now reports directly to Craig Federighi, Apple’s senior vice president of software engineering. The robotics team, previously overseen by John Giannandrea, has been reassigned to the hardware engineering team, led by John Ternus.
Giannandrea, a former Google executive, was brought on board in 2018 to centralize Apple’s AI efforts. However, despite his efforts, the company’s AI initiatives have struggled to keep up with the competition. Apple Intelligence, unveiled last year, has faced delays in rolling out several promised features, adding to the pressure on the company to rethink its strategy.
Restructuring Amid Pressure
The restructuring has sparked speculation that Apple may be bracing for Giannandrea’s potential departure. The company’s inability to deliver AI products quickly enough has put it under significant pressure. Analysts view the restructuring as a tacit acknowledgment that Apple has fallen behind in the AI race and is now scrambling to catch up.
For users and investors, the changes signal that Apple is taking its AI challenges seriously and is committed to regaining its competitive edge. The tech giant’s ability to adapt and innovate in AI will be closely watched, as it underpins the future of technology.
Sources: