In recent years, the Apple company has not really innovated anything in terms of the personal assistant Siri, and as for artificial intelligence, we can say that Apple has been far surpassed by other companies. However, the time has come for Apple to make a significant change in its leadership structure to improve and strengthen its AI business. In other words, the company is gearing up to make substantial changes to improve AI and Siri.
Kim Vorrath, a 36-year Apple veteran who recently helped complete the Vision Pro software, has been transferred to the company's artificial intelligence and machine learning division.
According to Bloomberg, Vorrath will take on the role of senior deputy to John Giannandrea, the leader of Apple's AI development team.
This change comes as Apple looks to improve its artificial intelligence capabilities, particularly with its virtual assistant Siri.
The company is trying to catch up to competitors like OpenAI and Google, whose AI-based products have attracted significant attention in recent months. In fact, the basis of Apple Intelligence is currently based on the technology developed by OpenAI.
How can Vorrath improve AI and Siri?
Vorrath's extensive experience at Apple, including his contribution to the original iPhone software, is seen as an asset to bring more rigor to the AI development process.
The AI team is working on improving the technology behind Siri and optimizing the company's own AI models, according to an internal memo sent by Giannandrea.
A major upgrade to Siri, which would allow it to understand the context on the screen and initiate actions, could be delayed until the release of iOS 18.4.
Recently, Apple suspended AI-powered news summaries in iOS 18.3 after they were criticized for their lack of accuracy.
This change in leadership indicates that Apple may be prioritizing AI development over other projects, including the recently launched Vision Pro.
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The company is expected to introduce more new AI-based features in 2025, including improvements to Siri's ability to understand personal context and interact with apps.
Also, in the month of April (2025), Apple is expected to release the basic options of Apple Intelligence for users in European Union member countries as well. Even though this technology is a top feature on the new iPhone 16 and iPhone 15 Pro models, it is not available in the European Union.
