Siri and Apple Intelligence: New management to improve AI output
An Apple veteran is to work directly under Apple's AI boss Giannandrea and optimize the software behind Siri and Apple Intelligence. The need is great.
Apple Intelligence: pent-up demand.
(Image: Apple)
Apple has implemented a management reorganization in the AI area. The aim is apparently to accelerate and improve the restructuring of the Siri voice assistant and the introduction of Apple Intelligence. This was reported by the financial news agency Bloomberg, citing informed sources. Recently, there have been repeated negative reports about problems with the rollout of the AI system.
Restructuring in program management
According to the report, Kim Vorrath, who has been with Apple for no less than 36 years, will now work directly under AI boss John Giannandrea. She previously managed the Vision Pro and iPhone software divisions and holds the position of “Vice President in Charge of Program Management”. She is known for managing complex software projects and keeping them on schedule. Vorrath is known for managing difficult software projects at Apple and is considered to be the one who set up new bug management programs. Previously, she worked in hardware engineering, where she helped launch the Vision Pro headset. Until 2019, she was responsible for the project management of all major operating systems, i.e., iOS, iPadOS, and macOS. visionOS will now be managed by Haley Allen in program management.
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Vorrath had previously advised the previous head of program management for Siri and Apple Intelligence, Kelsey Peterson. Peterson will now report to Vorrath, along with two other key AI managers, Cindy Lin and Marc Schonbrun. Head of AI Giannandrea, who has been working at Apple since 2018 and came from Google, announced the restructuring in an internal memo, according to Bloomberg. It is very important for Apple to finally improve Siri. Although iOS 18.4 and macOS 15.4 are expected to bring optimizations in this area, a real voice assistant in the style of ChatGPT is not expected before iOS 19, the first version of which should be released in the autumn.
Apple Intelligence and Siri criticized
Apple had undertaken a slow rollout of Apple Intelligence, which will only be completed with iOS 18.4. Nevertheless, some parts are not working or not working perfectly. This applies, for example, to the writing tools, which sometimes get sloppy with summaries, or to features such as the so-called AI Summaries, which can reduce notifications and make confusing errors.
The well-known Apple blogger Paul Kafasis recently conducted some knowledge tests for Siri and found, among other things, that the system even (understandably) spits out the winner of the Super Bowl incorrectly. “So much for today's episode of 'Siri is terrible',” writes Kafasis. After all, ChatGPT is now integrated into Siri if you want it to be. All AI features currently only work in English, the German release is not expected before April.
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