The Vision Pro was not exactly a smash hit for Apple, but no one expected a $3,500 VR headset to have the same impact as the iPhone. However, the Vision Pro did what it was supposed to do, and there is apparently a feeling inside the company that Rockwell knows how to leverage his technical expertise to get products out the door. The effort to release the Vision Pro involved years of work with a large team of engineers and designers, and several of the key advances required for its completion involved artificial intelligence.
Apple’s work on Siri will remain under the ultimate purview of Craig Federighi, the senior vice president of software engineering. He’s responsible for all development work on iOS, iPadOS, and macOS. He was also deeply involved with the launch of Apple Intelligence alongside Giannandrea.
While one of his primary projects is being reassigned, Giannandrea will reportedly remain at the company for now. However, Apple may simply want him around for the optics. The abrupt departure of a senior AI figure during the troubled rollout of Apple Intelligence, which is now enabled by default, could further affect confidence in the company’s AI efforts.
For good or ill, generative AI features are key to the strategy at most large technology firms. Apple aggressively advertised Apple Intelligence during the iPhone 16 launch. It also cited the AI-enhanced Siri as a selling point, making the recent delay all the more awkward. Even if this shakeup gets Siri back on track, the late-to-arrive feature will be under intense scrutiny when it does finally show up.
