There has been a significant change in Apple's AI department, which is very interesting, especially with Apple bringing in senior executives from Google since 2018 to take on AI responsibilities.
But now it seems that he is being stripped of some of his roles. From Apple's reorganization.
Let's take a look at an analysis from Bloomberg that clearly explains the current situation and Apple's direction in dealing with AI.
The History of AI at Apple
Back in 2011, Apple introduced Siri, which is considered one of the first voice AI assistants that quickly gained popularity.
But shortly afterwards, in 2015-2016, Apple began to fall behind other competitors such as Google Assistant and Alexa from Amazon, which were launched and developed rapidly.
This makes Apple seem to be at a disadvantage in the rapidly growing AI market.
One of the major problems that Apple itself recognizes is the fragmented and siloed AI work within the company, which works separately in each department, including hardware, software, and services, which makes Apple's AI development inefficient and continuous.
The Pull of John Giannandrea from Google and Apple's New Hope
To address this problem, Apple decided to bring in John Giannandrea, an executive in charge of Google's AI and Search services, to the team in 2018, hoping that bringing all AI under his leadership would elevate Apple's AI and machine learning capabilities to the forefront of the industry.
However, the results did not live up to expectations, with Apple still being left far behind by other AI competitors such as OpenAI's ChatGPT, Google Gemini, and Microsoft Copilot.
AI agency restructuring at Apple
Seeing that the integration of AI departments in one place was not successful, Apple began to return to the traditional organizational model that emphasized functional organization or separating departments according to specific functions.
The beginning of this change occurred a few weeks ago, when Apple moved Siri out of the AI department to the software engineering department, which was a logical decision.
Apple has also moved the Robotics division, which was formerly in the AI division, to the Hardware Engineering Division.
Signs of a strategic shift in Apple
These changes reflect that Apple may be preparing for a world where there is no longer a single AI chief in charge of everything.
It is a return to a more clearly separated organizational model according to functions.
In the view of people in Apple and many analysts. This decision corrects the failure to develop AI in-house that was once expected to transform the company into an AI leader in the market.
Apple also faces other challenges that affect its overall business, such as managing its supply chain that depends on China and its efforts to relocate its production base to India to avoid political and tariff issues.
Expectations from Apple's earnings report
This week, Apple will report earnings, which is expected to be one of the most interesting reports of late.
It is not because of the revenue or profit figures that the company will declare.
But it is because of the questions and concerns that analysts will ask Apple's executives after the big changes in the AI agency and the highly uncertain global situation.
One of the main issues that is likely to be heavily discussed is AI, which is at the heart of technology in the present and future.
There are also issues related to tariffs and relations with the U.S. government. During the period of continuous policy changes.
This includes questions about innovation and the direction of Apple's product development.
Conclusion: Apple's future with AI remains to be seen
The big changes in Apple's AI department are a clear sign that the company is seriously adapting to meet challenges both internally and externally.
Moving Siri and Robotics back to the departments directly involved is a decision that reflects efforts to increase efficiency and administrative clarity.
Interestingly, Apple may no longer stick to a centralized organizational structure in AI, which may open up the opportunity for the company's AI development to be more flexible and aligned with the needs of each department.
For tech news followers and Apple fans, the upcoming earnings report is likely to be an important time to keep track of how Apple is tackling these challenges and whether the company will be able to rematch in an AI market full of strong competitors.
Lastly, it is recommended that everyone follow the news and analysis closely. Because this change in Apple's AI industry not only affects the company, but also the company.
It also reflects the overall picture of the global technology industry in an era where AI is playing an important role.
Origin: Bloomberg Technology