Apple just appointed a new leader to make Siri not suck anymore

The appointment of Kim Vorrath as a top deputy in Apple’s artificial intelligence and machine learning division marks a strategic move to strengthen the company’s AI capabilities and Siri development.

Key appointment details: Apple has moved VP Kim Vorrath, known for managing troubled products and major launches, to lead program management in its AI and machine learning division under John Giannandrea.

• Vorrath brings significant experience from her role in launching Apple Vision Pro and managing the original iPhone software group
• She will oversee AI executives Kelsey Peterson, Cindy Lin, and Marc Schonbrun
• The reorganization was announced internally through a memo from Giannandrea

Current AI challenges: Apple’s artificial intelligence capabilities, particularly Siri, currently lag behind competitors like OpenAI and Anthropic, highlighting the urgency of this leadership change.

• Apple has faced recent setbacks, including the need to disable notification summaries for news and entertainment due to accuracy issues
• The company lacks a dedicated chatbot offering, while competitors continue to advance their AI solutions
• Current Siri integration remains limited compared to planned improvements

Upcoming Siri enhancements: Apple plans to release an AI-enhanced version of Siri with iOS 18, introducing significant improvements to the virtual assistant’s capabilities.

• New features will include improved content awareness across apps, allowing Siri to understand and act on information like addresses in messages
• Users will be able to access hundreds of new actions across Apple and third-party applications
• Enhanced intelligence will enable personalized responses based on user data, such as finding recommended podcasts or tracking flight information

Development timeline: The rollout of new AI features is proceeding in stages, with major updates expected in upcoming iOS releases.

• The enhanced Siri features were previewed at Apple’s developer conference in June 2024
• Full implementation is anticipated with iOS 18.4 beta, following the imminent release of iOS 18.3
• Current notification summaries will use italicized text to distinguish AI-generated content from original notifications

Strategic implications: Vorrath’s appointment signals Apple’s commitment to closing the AI gap with competitors while maintaining its characteristic focus on product quality and user experience. The success of this leadership change could determine Apple’s position in the increasingly competitive AI landscape, particularly as the company works to balance innovation with reliability in its AI features.