Apple Reorganizes AI Efforts and Accelerates Siri Overhaul Following 2025 Review

By early 2025, senior leaders inside Apple were holding emergency-level discussions about the state of the company's AI efforts, according to a Bloomberg feature published June 7, 2026. What was intended as a major advance—Apple Intelligence and a next-generation Siri—had instead exposed deeper weaknesses.

While Google, OpenAI, Microsoft, Meta, and Anthropic advanced their models, Apple was struggling to deliver features it had already announced.

Executives concluded that Apple had underestimated the importance of generative AI. The company had spent years assuming its traditional strengths in hardware, privacy, and tightly integrated software would suffice. Internal confidence in the existing AI organization had eroded, and leaders determined that problems were structural as much as technical, with fragmented decision-making and unclear ownership.

Mike Rockwell, who led the Vision Pro project, advocated for a more aggressive AI strategy and was brought in to help rescue Siri after shortcomings became clear. After the rollout of Apple Intelligence, Tim Cook became far more involved in AI efforts, pushing executives to move faster and treating AI as a top corporate priority. 0 a "black mark" on the resume of Tim Cook.

Apple initially downplayed the importance of chatbot-style assistants and generative AI products. The company is now preparing to launch a more conversational Siri and AI experiences closer to what competitors have offered for years. Several future hardware projects have been delayed because Apple's AI capabilities were not ready.

Apple is racing to build AI products it once argued were not necessary.