The move comes after Apple CEO Tim Cook “lost confidence” in Giannandrea’s ability to lead AI development, Bloomberg reports. 

Mike Rockwell, the executive behind the Vision Pro headset, has been appointed to lead the Siri division.

This leadership overhaul comes on the heels of significant delays in rolling out advanced AI features for Siri. The much-anticipated enhancements, initially slated for release this spring, have been postponed to at least 2026, leaving Apple's AI strategy in disarray.

Internal tensions have escalated, with Robby Walker, head of the Siri team, candidly acknowledging the "ugly" situation during a recent all-hands meeting. He admitted that some AI functionalities were generating incorrect responses up to one-third of the time, exacerbating the embarrassment and frustration within the team.

The underwhelming performance of the Apple Intelligence platform has further undermined Apple's AI ambitions. Despite being heavily marketed as a key feature of the iPhone 16, the platform has failed to deliver, tarnishing Apple's self-stated reputation for innovation.

The executive reshuffle also sees Paul Meade, previously responsible for hardware engineering on the Vision Pro project, stepping in to lead the Vision Products Group.

As competitors like OpenAI and Google continue to make significant strides in AI development, Apple's recent missteps highlight the challenges of maintaining its innovative edge. The company's ability to navigate this critical juncture will be pivotal in determining its future trajectory in the rapidly evolving tech landscape.