Apple is changing course to avoid being left behind in artificial intelligence. Siri, future iPhones, and even iOS will evolve faster. Here's how the brand hopes to catch up with Google and Microsoft.
With the arrival of Apple Intelligence on iOS 18 and the iPhone 16 Pro, Apple hoped to catch up with Google, OpenAI, and Amazon. But several months after its launch, most of the promised new features, such as improvements to Siri or the management of complex actions between applications, are still awaited. The integration of ChatGPT into some of the brand's services has not been enough to reassure. Meanwhile, competitors are innovating at high speed, reinforcing the impression that the Apple brand is lagging behind in the race for artificial intelligence.
To react, Apple has now decided to profoundly modify its internal organization. Since 2018, the firm had grouped all of its AI projects under the leadership of John Giannandrea, formerly Google's AI chief. This approach, supposed to accelerate development, has not allowed the Apple brand to keep pace set by its rivals. Now, every project concerning artificial intelligence returns to its original team: Siri, search, robots, and even AI features integrated directly into devices.
Siri and Apple's AI are changing hands in an attempt to save the iPhone of the future
Siri is now directly led by Craig Federighi, Apple's software chief, responsible for the development of iOS 18 and future versions. The integration of AI into hardware, particularly on future iPhones like the iPhone 17, is being led by John Ternus, head of mobile devices. This new organization aims to make Apple more agile by removing the red tape associated with the old centralized model. The goal is clear: to catch up with Google, Microsoft, and even Amazon, which are moving quickly to integrate artificial intelligence.
John Giannandrea will continue to oversee core technologies, such as machine learning models and fundamental research. According to Bloomberg, Apple could even decide not to seek a successor if he were to leave the company. With this change, the company hopes to quickly offer new AI features on the iPhone 16 Pro, iPhone 17 and in future updates. iOS 18.1 and iOS 19 are updated. The company wants to prove that it can still compete with the giants of artificial intelligence, despite its late start.
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