Apple makes management reorganization to improve AI and Siri

In recent years, the company Apple it hasn't really innovated anything in terms of the personal assistant Siri, and as for artificial intelligence, we can say that Apple was 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 work in the field of artificial intelligence. In other words, the company is moving towards making substantial changes to improve AI and Siri.

Kim Vorrath, the veteran who works at Apple 36 years old and recently contributed to the completion of Vision Pro software, she was transferred to the company's artificial intelligence and machine learning division.

According to Bloomberg, Vorrath will serve as senior deputy to John Giannandrea, the team leader. Apple responsible for the development of AI.

This change occurs in the context in which Apple wants to improve its capabilities in the field of artificial intelligence, especially regarding the virtual assistant Siri.

The company is trying to catch up with competitors like OpenAI and Google, whose AI-based products have attracted significant attention in recent months. In fact, the basis Apple Intelligence is currently based on technology developed by OpenAI.

How can Vorrath improve AI and Siri?

Vorrath's extensive experience at Apple, including his contribution to the original software of iPhoneis seen as an asset to bring more rigor to the AI ​​development process.

The artificial intelligence team is working on improving the technology behind Siri and optimizing the company's own AI models, according to an internal memo shared by Giannandrea.

A major Siri upgrade, 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-based news summaries in iOS 18.3 after they were criticized for their lack of accuracy.

This change in leadership indicates that Apple could prioritize AI development over other projects, including the recently launched Vision Pro.

Related: How to use Copilot in Excel for spreadsheets

The company is expected to introduce several new AI-powered features in 2025, including improvements to Siri's ability to understand personal context and interact with apps.

Also, in April (2025) it is expected that Apple to launch the basic options of Apple Intelligence and for users in European Union member countries. Even though this technology is a top feature on the new models iPhone 16 and iPhone 15 Pro, it is not available in the European Union.

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