Apple Intelligence and Siri’s fight-back came from a fateful meeting


The battle to rework the failed Apple Intelligence initiative and Siri stems from a fateful meeting of executives, that triggered a major restructuring of Apple’s AI efforts. Here’s what happened, and when it all went down.

Monday’s WWDC keynote address is expected to be heavy on AI features in iOS 27 and Apple’s other operating systems.

It should also bring to an end a turbulent period for the company. After the initial launch of Apple Intelligence and its seeming failure, as well as repeated delays for the promised Siri revamp, it had to do something.

Over the last two years, Apple had to make changes, which also included a considerable restructuring of its AI work. According to Mark Gurman in Sunday’s “Power On” newsletter for Bloomberg on Sunday, the overhaul effort stemmed from a meeting in early 2025.

A big AI meeting

At the time of the meeting, Apple was facing an industry that was moving extremely fast, leaving its own AI work behind. Executives met in a conference room near the software engineering department to try and solve the problem.

Though CEO Tim Cook wasn’t there, now-retired COO Jeff Williams was the one who called the meeting to order. Other executives in attendance include multiple C-level executives, as well as former interface design chief Alan Dye and Apple Vision Pro lead Mike Rockwell.

The meeting was all about the crisis that was Apple Intelligence and the looming prospect of a delayed Siri update. Executives quickly realized the scale of the problem, and its impact on Apple if changes didn’t happen soon.

Hand holding a modern smartphone with a colorful screen displaying multiple app icons against a plain light background

Siri on an iPhone.

The meeting then moved to make a recommendation to Cook about Apple’s response. At the time, Cook had little confidence in then-AI chief John Giannandrea, also in attendance at the meeting.

Software chief Craig Federighi led most of the talks, but Rockwell volunteered to take the role to fix AI and Siri. Rockwell’s credibility was high, following the launch of the Vision Pro headset, which helped his cause.

A decade previously, former hardware head Dan Riccio raised the need for an AI leader to be on the Apple executive team. He also told Rockwell to make a five-year plan to rework Siri.

However, at the time, the top executives weren’t that receptive to the idea, and the Siri roadmap wasn’t completed. By the 2025 meeting, the same group of executives believed that there needed to be some leadership changes, and recommended to Cook for Rockwell to manage Siri.

Siri, not all AI

While Rockwell was recommended and Cook was close to approving the plan in March 2025, it wasn’t a done deal.

At the time, Rockwell thought he was working to become Apple’s AI leader in general, replacing Giannandrea. Federighi, however, believed that Rockwell should oversee Siri and report to him, instead of directly to Cook.

Rockwell considered that Federighi wasn’t seeing AI as being important, and then started to back away from the Siri role. With a yearning to become a senior vice president, Rockwell wanted promotion, but eventually agreed to the Siri position under Federighi.

Model behavior

That Siri role decision meant that Apple still had to find someone to deal with AI models, which led to a a long period of headhunting in 2025. Eventually, Amar Subramanya was picked to be the second AI leader, again reporting to Federighi.

Colorful glowing abstract logo with interwoven neon loops surrounding a radiant four-pointed star on a black background, creating a futuristic, tech-inspired design with smooth gradients and reflections

Google Gemini is being used to help create Apple’s models.

However, Apple still had to catch up with the rest of the industry. To that end, Rockwell started to look at ways to do so, including using third-party solutions.

That eventually resulted in Rockwell, Federighi, and Eddy Cue making a deal with Google to use Gemini and Google Cloud to jumpstart creating the new Apple Foundation Models.

More Cook than usual

While the meeting was a big driver for AI, Apple’s seeming failure at the time also led to more input from Cook. At the time of the meeting, Cook decided to inject himself into work on the AI roadmap, making more decisions about plans, and even delivered an AI pep talk to the company.

Cook became a lot more hands-on with AI than he normally would for company projects. Roadmap and key decisions were previously left to his reports, with Cook usually taking a light-touch approach to management, but not for AI.

He urged Federighi and others to treat AI more seriously and to make it a success.

Federighi, in charge of implementing AI features, has adjusted his view and handling of the technology. He now views it as the central focus of operating system upgrades for years.

That early 2025 meeting was a turning point for Apple’s AI work, and came at a crucial time for the company. We won’t know if it has done enough until the Keynote video begins on Monday.



Source link

Leave a Reply

Subscribe to Our Newsletter

Get our latest articles delivered straight to your inbox. No spam, we promise.

Recent Reviews


If you are a book purist, you might scoff when I recommend an e-reader instead of buying physical books, and I won’t blame you. The allure of the smell of pages, the weight of the book in my hands, the whole ritual, is hard to resist. 

However, if you allow me some leeway to convince you, there’s a strong argument to be made against physical books and in favor of using e-readers. So let me make the case for e-readers, because once you understand what you’ve been missing, it’s hard to go back.

Your entire library fits in your bag

This is the most obvious advantage, but it doesn’t get enough credit. I always read more than one book at a time, and carrying two or three physical books around is not realistic. Thick books alone are a chore to carry.

With an e-reader, you carry hundreds of books in a slim package. Switching between titles takes a second. If you travel frequently, this alone is reason enough to make the switch.

A thousand-page hardcover is great for your bookshelf but terrible for your commute.

Fat books are a workout, not a reading experience

If, like me, you are into fantasy books, you know they can be a behemoth to handle. You have to constantly shift how you’re holding it, find a way to keep it open, and somehow also stay comfortable. Thin books are fine, but the moment a book crosses a certain thickness, it starts working against you.

An e-reader weighs the same regardless of whether you’re reading a short novel or a massive fantasy series. That’s it. Whether I am reading The Count of Monte Cristo or the next book in Brandon Sanderson’s The Stormlight Archive series, my Supernote Nomad remains the same. 

Reading at night without waking anyone up

I do a lot of my reading at night, and this is where physical books completely fall apart for me. Lamps and book lights never feel comfortable. The light is never quite right, and if you share a room with someone, the whole setup becomes a problem.

Most e-readers, including Kindles, have a built-in backlight that you can dim to whatever level feels right. You can even switch to warm light mode, making it easier on your eyes. 

I’ve read at 3 AM with the brightness all the way down, and it felt completely natural. No lamp and no squinting required. 

Look up any word without losing your place

English is not my first language, and even for native speakers, encountering an unfamiliar word in the middle of a chapter is common. With a physical book, your options are to grab your phone and look it up, which almost always leads to distraction, or skip it and lose a bit of meaning.

On a Kindle or most other e-readers, you tap the word and the definition appears instantly. You can translate it, add it to a vocabulary list, and get back to reading in seconds. I look up far more words now than I ever did with physical books, and my reading comprehension is genuinely better for it.

Taking notes you’ll actually use later

I used to annotate physical books with a pen, and those notes would just sit there on the page, never to be seen again. Transferring them somewhere useful took more effort than I was ever willing to put in.

With my Supernote Nomad, I can use its Digest feature to clip what I am reading and quickly add any additional handwritten notes. I can then export those notes to Obsidian and process them. 

If you use any e-reader, highlighting a passage and adding a note will take a couple of seconds. Most e-readers also aggregate all your highlights and notes in one place, allowing you to quickly riffle through your notes without flipping pages. 

With physical books, my notes died on the page. With an e-reader, they became something I actually use.

Since these are digital notes, you can process them into your note-taking app to further digest the material.

Books are cheaper and easier to buy

Buying physical books is always more expensive than getting the digital version. Also, since most publishers are phasing out mass-market paperbacks, we are left with trade paperback and hardcover options, which may look better but also cost significantly more.

E-books don’t have that problem. I have purchased several books at less than half the price I would have paid for a physical version. Also, most of the time, e-books are on sale, making them even more affordable. 

And when you find a book you want to read at midnight, you don’t have to wait for a delivery or drive to a store. You buy it and start reading immediately. The convenience is hard to overstate once you get used to it.

Should you switch?

If you love the experience of physical books, the covers, the smell, the shelf aesthetic, that’s a completely valid reason to stick with them. There’s nothing wrong with it. I myself am curating my own bookshelf, and there will always be a place for those special books. 

But for convenience and ease of discovery and reading, I recommend you at least invest in one e-reader. It’s also one of the best times to buy them, as you can get good options around $100

Since these are e-readers, you don’t even need to upgrade them as often as your phone. If you don’t accidentally break them, they can easily last 5-6 years, making them worth the investment.



Source link