Apple Inc. is making waves with a bold leadership change in its artificial intelligence division. On March 20, 2025, CEO Tim Cook announced that John Giannandrea would step down as head of Siri operations, with Mike Rockwell, the mastermind behind Vision Pro, taking the reins. This move highlights Apple’s urgency to revamp its AI strategy and breathe new life into Siri, which has struggled to compete in the fast-evolving AI landscape.
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Apple’s AI shift: Giannandrea steps aside
John Giannandrea, a former Google exec who joined Apple in 2018, has been pivotal in advancing the company’s AI efforts. As Senior Vice President of Machine Learning and AI Strategy, he unified Apple’s AI initiatives and bolstered tools like Core ML.
However, Siri’s inability to match generative AI advancements—like those seen in ChatGPT—has drawn criticism. Reports suggest Cook grew frustrated with delays, notably pushing new Siri features from 2024 to 2026. Giannandrea will stay on, focusing on AI research and robotics, but his exit from Siri signals a turning point for Apple’s AI ambitions.
Siri’s new Leader: Mike Rockwell and Vision Pro expertise
Enter Mike Rockwell, the executive who brought Vision Pro, Apple’s mixed-reality headset, to life. Known for tackling complex hardware challenges, Rockwell now faces a software-driven mission: rescuing Siri. His appointment aligns the Siri team under Craig Federighi, Apple’s software engineering chief and architect of Apple Intelligence. This pairing aims to untangle Siri’s “clunky code” and accelerate its evolution into a more intelligent, intuitive assistant. Rockwell’s Vision Pro success proves he can innovate—whether he can translate that to AI.
Apple Intelligence and Siri’s competitive push
Apple’s AI journey has hit bumps. The iPhone 16’s Apple Intelligence features, launched in 2024, were panned as late and lacklustre. Once a trailblazer, Siri now lags behind rivals powered by advanced large language models. With Rockwell and Federighi at the helm, Apple is doubling down on integrating Siri with its ecosystem, aiming to close the gap with competitors like Google and Microsoft. This leadership shake-up, announced yesterday, reflects a strategic pivot to prioritise consumer-ready AI breakthroughs.
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Vision Pro to Siri: Rockwell’s challenge ahead
Rockwell’s Vision Pro triumph showcased his ability to deliver cutting-edge tech, albeit in a niche market. Siri, however, demands a different beast—software agility and mass appeal. Apple hopes his problem-solving skills will modernise Siri’s outdated framework, which ex-engineers have long criticised. As of March 21, 2025, investors are eyeing Apple’s stock ($AAPL) to gauge the impact of this shift. Success here could redefine Apple’s AI standing and restore its innovation cred.
While Giannandrea’s continued role ensures long-term AI exploration, Rockwell’s focus on Siri suggests Apple wants results now. This reshuffle blends continuity with urgency, positioning Siri as a litmus test for Apple’s AI resurgence. Whether Rockwell can make Siri a standout in the crowded AI field remains uncertain, but Apple’s commitment is clear: it’s all in on reclaiming its tech throne.
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