Apple has recently restructured its management in the AI sector. The goal is to speed up and improve the development of the voice assistant Siri and the introduction of Apple Intelligence. This information comes from Bloomberg, citing informed sources. Previously, there were negative reports about issues with the rollout of the AI system.
Kim Vorrath, who has been with Apple for an impressive 36 years, will now work directly under AI chief John Giannandrea. She previously managed the Vision Pro and iPhone software areas and holds the position of “Vice President in Charge of Program Management.” Vorrath is well-known for managing complex software projects and keeping them on schedule. She has led challenging software initiatives at Apple and introduced new bug management programs. Before this, she worked in hardware engineering and assisted with the launch of the Vision-Pro headset. Until 2019, she was responsible for project management of all major operating systems, including iOS, iPadOS, and macOS. Now, visionOS will be managed by Haley Allen in program management.
Vorrath had previously advised Kelsey Peterson, who led program management for Siri and Apple Intelligence. Now, Peterson will report to Vorrath, along with two other key AI managers, Cindy Lin and Marc Schonbrun. AI chief Giannandrea, who joined Apple in 2018 from Google, announced the restructuring in an internal memo. Improving Siri is a priority for Apple. Although enhancements are expected with iOS 18.4 and macOS 15.4, a true voice assistant similar to ChatGPT is not anticipated before iOS 19, which is likely to be released in the fall.
Apple Intelligence and Siri have faced criticism. The rollout of Apple Intelligence has been slow and will only be completed with iOS 18.4. Some features are not functioning optimally. For instance, the writing tools sometimes perform poorly in summaries, and AI Summaries, which condense notifications, can make confusing errors.
Apple blogger Paul Kafasis recently conducted knowledge tests for Siri and found that the system even incorrectly identifies the Super Bowl winner. “So much for today’s episode of ‘Siri is terrible,'” Kafasis writes. At least Siri now includes ChatGPT integration if desired. Currently, all AI features work only in English, and a German release is not expected before April.
The restructuring aims to address these issues and improve the overall performance of Apple’s AI offerings. By placing experienced leaders like Kim Vorrath in key positions, Apple hopes to streamline development processes and deliver a more competitive and reliable AI experience to its users.
Apple’s focus on AI is crucial as it continues to compete with other tech giants in the rapidly evolving digital assistant and AI landscape. The company’s commitment to enhancing Siri and Apple Intelligence reflects its dedication to providing cutting-edge technology and maintaining its position as a leader in innovation.
As the technology industry continues to advance, Apple recognizes the importance of staying ahead in AI development. The management changes are a strategic move to ensure that Apple’s AI products meet the high standards expected by its customers. The integration of new technologies and improved management practices will likely play a significant role in shaping the future of Apple’s AI initiatives.
Overall, Apple’s restructuring efforts signal a renewed focus on AI development, with an emphasis on improving Siri and Apple Intelligence. By addressing current challenges and leveraging the expertise of seasoned leaders, Apple aims to enhance its AI capabilities and deliver a superior user experience.