By Can Karsten in News — 21 Mar 2025

Apple restructures AI management: a look at the latest developments

Apple, otherwise regarded as a champion of innovation, is increasingly lagging behind in the field of artificial intelligence (AI) - especially in comparison to its competitors. To set the course for the future, Apple has therefore overhauled its AI management.

According to Capital, there are problems with Siri in particular: The planned new functions, which were supposed to arrive in spring 2025, have been postponed until 2026. The reason? Internal criticism of the quality - Siri currently only works reliably in 60 to 80 percent of cases. This is apparently not enough, which is why John Giannandrea, the previous head of AI, had to relinquish his responsibility for Siri. Instead, Mike Rockwell has now taken the helm - he was previously responsible for Vision Pro.

This change in leadership is intended to take the pressure off the company management and ensure that Siri responds better to the needs of users. Nevertheless, there are concerns that Apple is losing valuable time due to the delays, while competitors such as Google and Amazon have already successfully established their AI functions. Apple is trying to counteract this by introducing a number of new features under the Apple Intelligence label - including the ability to rewrite text and generate emojis - but this does not seem to be enough so far.

A critical analysis shows that Apple's strategic restructuring is both an opportunity and a risk. On the one hand, the reorganization of management could finally give Siri the necessary boost in innovation and make up for previous deficits. On the other hand, there is still the disappointment that Apple has not yet been able to deliver on its big promises in the field of AI, which may further undermine user confidence. Market analysts' opinions differ: while some see the difficulties as temporary and share valuations remain stable, others warn that Apple could lose out in the long term.

The reorganization of AI management is an important step towards closing the growing gap with the competition. The pressure is mounting as customer expectations continue to rise. What matters now is whether Apple can successfully overcome the challenges and return to its old strengths - or whether the problems persist and the competition pulls even further ahead.