Apple Brings in New Exec to 'Fix' Siri and Apple Intelligence
Apple is making an internal staffing change that it hopes will improve Siri and its artificial intelligence offerings, reports Bloomberg. Kim Vorrath, a 37-year Apple veteran, will join the AI team to work under AI chief John Giannandrea.
Vorrath is a program management VP, and has a reputation for meticulously managing software projects at Apple and ensuring employees meet deadlines. She has been described as Apple's "bug wrangler" and as a "powerful force" in the company. For the last few years, she has been working on Apple's AR/VR team developing the Vision Pro headset, but now she is being moved to AI.
The news comes just after a widely circulated story about Siri's failure to accurately provide basic knowledge about Super Bowl results. Siri has long been seen as inferior to other personal assistants, and in recent years, Siri has been unable to measure up to AI-based chatbots.
Apple is also addressing widespread criticism of its Apple Intelligence Notification summary feature, which has on several occasions mistakenly summarized news stories in a way that produced confusing false headlines. To fix the problem, Apple is temporarily removing Notification summaries for news and entertainment apps in iOS 18.3, an update expected next week.
Apple attempted to improve Siri by integrating OpenAI's ChatGPT into Apple Intelligence, but there are still serious problems with Siri. Additional Siri features are going to be coming in the near future as part of an iOS 18.4 update, and in iOS 19, Apple is rumored to be planning to introduce an LLM version of Siri that will be comparable to ChatGPT and Google's Gemini.
According to Bloomberg, Vorrath's move to the AI team is a signal that the company sees AI as more important than the Vision Pro. Vorrath is known for organizing engineering groups and redesigning workflows with new processes.
In a memo announcing the change, Giannandrea said that Apple plans to focus on improving the Siri infrastructure as well as Apple's in-house AI models.
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