Apple is making a significant move to bolster its artificial intelligence (AI) efforts and improve Siri’s capabilities. Kim Vorrath, a 36-year company veteran, has been appointed to a key leadership role within Apple’s AI and machine learning division. Vorrath, who previously played a pivotal role in launching the Vision Pro software, will now serve as a top deputy to John Giannandrea, Apple’s senior vice president of AI. This strategic shift suggests that Apple is doubling down on its AI ambitions.
A push for stronger AI innovation
Apple has faced criticism for lagging behind competitors like OpenAI and Google in the AI space. While last year’s Worldwide Developers Conference (WWDC) showcased Apple’s AI vision, the company’s efforts, such as ChatGPT or Google’s Gemini, have yet to make waves. Recent updates, such as AI-powered news notification summaries, have also drawn criticism for being inaccurate. As a result, Apple plans to pause the rollout of these summaries with the release of iOS 18.3.
One of the most anticipated changes is a Siri upgrade that could transform how users interact with their devices. This update aims to enable Siri to understand what’s happening on your screen and take contextual actions. However, this feature may not arrive until iOS 18.4, leaving Apple users waiting longer for a more intelligent Siri experience.
Kim Vorrath’s pivotal role
By bringing Kim Vorrath into the AI fold, Apple seems determined to inject fresh leadership into its AI development. Vorrath’s impressive track record includes working on the original iPhone software group and contributing to Apple’s reputation for groundbreaking technology. Her transition to the AI team signals Apple’s commitment to bringing more discipline and focus to its AI initiatives.
According to a memo from Giannandrea, the AI team will prioritise overhauling Siri’s infrastructure and enhancing Apple’s in-house AI models this year. These changes underscore Apple’s belief that AI will play a crucial role in its future, potentially even more so than its Vision Pro headset.
What’s next for Apple AI?
Apple’s AI journey appears to be at a critical juncture. With Kim Vorrath now at the helm of key AI operations and ambitious plans to improve Siri, Apple seems poised to make significant strides in AI. Whether these changes will help the tech giant catch up with its rivals remains to be seen, but one thing is clear—Apple is treating AI as a cornerstone of its future.
