In a major shake-up of Apple’s executive structure, CEO Tim Cook has reportedly reassigned Vision Pro creator Mike Rockwell to lead the troubled Siri virtual assistant team, according to a Bloomberg report by Mark Gurman. Rockwell will now report to software chief Craig Federighi, removing Siri completely from AI head John Giannandrea’s authority.
The reorganization comes as Apple struggles with significant delays in its AI features. Cook has reportedly lost confidence in Giannandrea’s ability to execute on product development. While Giannandrea will remain at the company overseeing AI research and testing, the changes signal Apple’s urgent need to address Siri’s lagging performance compared to competitors.
Rockwell, known for successfully bringing the Vision Pro headset to market, will transition from his current role leading the Vision Products Group. Paul Meade will take over as head of hardware engineering for the Vision Pro. Under Rockwell’s leadership, the Vision Pro required numerous technical breakthroughs, some leveraging artificial intelligence.
Apple has been facing criticism for advertising Siri features that weren’t ready for release. Siri head Robby Walker recently told his team the delays were “ugly” and potentially embarrassing, expressing uncertainty about when promised capabilities would arrive.
The management changes have been months in the planning, with Apple previously moving trusted Rockwell deputies Kim Vorrath and Aimee Nugent to the Siri group. Both executives have reputations for fixing challenging projects. Apple’s senior leaders reportedly discussed AI efforts extensively at their recent annual “Top 100” leadership gathering.