Apple’s new shake shows that Siri is now being taken seriously, here is why

Apple is making a great change to Siri’s leadership within the company. According to Mark Gurman, former Vision Vision Chief Mike Rockwell will now be in charge. While this may seem strange adjustment, the best part of the movement can have little to do with Rockwell specifically, and more what it says about Apple’s priorities.

Mike Rockwell’s vision pro experience does not make it a natural choice of Siri

My biggest initial reaction to today’s news was probably the same as he had: surprise in Mike Rockwell being the newly chosen Siri chief.

Yes, Apple really trusts the Vision Pro Guy with Siri’s future.

Rockwell has led Apple’s ‘group of vision products’ for years, without a history to speak.

Despite that, there are some encouraging things in Gurman’s report on Rockwell’s grades. For example, “when developing the Vision Pro, Rockwell believed that Siri could be a central way to control the $ 3,499 device.” Also:

Rockwell has not been shy when criticizing Siri, according to people familiar with the matter. For years, he has launched senior vice presidents on ideas to review the voice assistant to be more personalized.

However, the main reason why I am happy with today’s news is not specific to Rockwell himself.

I think the best thing about this movement is that Siri is finally receiving the attention it deserves from a first level Apple leader.

Siri now has an important Apple leader focused only on making him the best possible assistant

Siri’s story within Apple has involved being clear from one executive to another.

Gurman summarizes the assistant tumultuous leadership:

Siri, the main consumption product of the AI ​​division, has had several bosses over the years. When Apple first launched the voice wizard in 2011, it was supervised by the Scott Forstall software executive. Then he delivered to the Chief of Services Eddy Cue in 2012 and transferred to the current software chief, Federight, in 2017. Giannandrea took it more than a year later. It will now be directed by Rockwell, and the supervision returns to Federight again.

Federight has previously been in charge of Siri, for a single year, and technically now will supervise again.

But that is not as important as who will execute the Siri team day by day inside Apple.

Mike Rockwell may not have an AI pedigree, but unlike other Siri managers in the past, he is a main leader within Apple.

He is the person who developed and launched the main hardware and software platforms for Apple. Rockwell is a name large enough for many outside the company to know who he is.

And now, you can focus all your time and energy on making Siri the best assistant to be.

Rockwell’s appointment is good news because it shows Apple taking Siri more seriously than in a long time.

Making Rockwell, the new leader represents a great change in how much the company is worth and prioritized.

Siri will not only be under the supervision capable of Craig Federight. He will have a practical, dedicated and first -level Apple leader who has Siri as his unique approach.

Will Rockwell demonstrate the right person for work? Time will say it, but Apple putting such a valuable leader on that role is something very good.

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