在2025年初，由于Apple Intelligence表现不佳且Siri的重大改革面临延迟，加上Google和OpenAI等竞争对手的快速进步，Apple Inc.面临了关键的人工智能危机。作为回应，首席运营官Jeff Williams召集了高级管理人员的高层会议，以解决领导力与结构性问题。因此，CEO Tim Cook批准了一项计划，将Siri的领导权移交给Vision Pro头戴式装置的创造者Mike Rockwell，同时将该职位保留在软体工程主管Craig Federighi之下。这次重组导致前AI负责人John Giannandrea离职，并招募了Amar Subramanya来监督AI模型与研究。
在Mike Rockwell的领导下，Apple利用来自Vision Pro部门的主管改组了Siri的管理团队。为了替换Siri的底层模型和云端系统，Apple与Google达成了一项关键的合作伙伴关系，以利用Gemini和Google Cloud技术。在产品开发方面一次不寻常的转变中，Tim Cook深入参与了Apple的AI路线图，并敦促他的团队以紧迫感对待生成式AI。这些转变标志著Apple最初对AI聊天机器人和生成式照片编辑抱持怀疑态度的重大转折，进而开发了类似聊天机器人的Siri和一个独立的助手应用程式。
随著Apple将领导权从Tim Cook移交给新任CEO John Ternus，这一战略转折至关重要。John Ternus继承了因软体限制而停滞的延期硬体计划——包括桌上型机器人从2026或2027年延迟至2028年，智能显示器最早延迟至2026年底，以及智能眼镜从2027年初延迟至2027年底。Mike Rockwell周一在WWDC 2026上展示新Siri的成功，可能会巩固他在John Ternus之下的地位。即将举行的主题演讲将由Tim Cook和Craig Federighi主持，展示重新设计的Siri，这既是Tim Cook作为CEO的告别作，也是Apple未来AI运算的基石。
In early 2025, Apple Inc. faced a critical artificial intelligence crisis as Apple Intelligence underperformed and a major Siri overhaul faced delays, prompted by rapid advancements from rivals like Google and OpenAI. In response, Chief Operating Officer Jeff Williams convened a high-level meeting of senior executives to address leadership and structural issues. Consequently, CEO Tim Cook approved a plan to transfer leadership of Siri to Mike Rockwell, creator of the Vision Pro headset, while keeping the role under software engineering chief Craig Federighi. This restructure led to the departure of former AI head John Giannandrea and the recruitment of Amar Subramanya to oversee AI models and research.
Under Mike Rockwell's leadership, Apple overhauled Siri's management team using executives from the Vision Pro division. To replace Siri's underlying models and cloud systems, Apple secured a pivotal partnership with Google to utilize Gemini and Google Cloud technologies. In an unusual shift in product development, Tim Cook became deeply involved in Apple's AI road map and urged his team to treat generative AI with urgency. These shifts mark a major departure from Apple's initial skepticism toward AI chatbots and generative photo editing, leading to the development of a chatbot-like Siri and a standalone assistant app.
This strategic pivot is crucial as Apple transitions leadership from Tim Cook to new CEO John Ternus, who inherits delayed hardware initiatives—including a tabletop robot delayed from 2026/2027 to 2028, a smart display delayed to late 2026 at the earliest, and smart glasses delayed from early 2027 to late 2027—all stalled due to software limitations. Mike Rockwell's success with the new Siri at WWDC 2026 on Monday could solidify his position under John Ternus. The upcoming keynote will feature Tim Cook and Craig Federighi, showcasing a revamped Siri that serves as both Cook's final act as CEO and the foundation of Apple's future AI computing.