According to Bloomberg, Apple has made executive changes aimed at enhancing the development of its artificial intelligence (AI) technology and Siri voice assistant. Kim Vorrath, with 36 years of experience at Apple, has been reassigned to the AI and machine learning division, serving as the chief deputy to John Giannandrea, head of AI. Vorrath recently played a significant role in the launch of Vision Pro software.

At last year's Worldwide Developers Conference (WWDC), Apple heavily promoted its AI initiatives and the Apple Intelligence project; however, these efforts have yet to match the impact of OpenAI's ChatGPT or Google's Gemini. Apple has been gradually rolling out announced features, while a major Siri upgrade - capable of understanding screen content and taking actions - may not be available until iOS 18.4. Additionally, an AI-powered news notification summary feature planned for iOS 18.3 has been postponed due to criticisms about inaccuracies.

Vorrath, who previously worked on the original iPhone software team, now joining the AI unit signals Apple's desire to infuse more rigor into its AI developments. This also suggests that Apple may view AI as crucial to its future, perhaps even more so than Vision Pro.

Bloomberg also reported that a memo from Giannandrea indicated this year's focus for Apple's AI team will be on revamping Siri's core architecture and improving internal AI models.