Apple Taps Veteran Executive Kim Vorrath to Revamp AI and Siri Efforts

Apple Enlists Veteran Software Executive to Help Fix AI, Siri

Apple executive Kim Vorrath, a company veteran known for fixing troubled products and bringing major projects to market, has a new job: whipping artificial intelligence and Siri into shape. Vorrath, a vice president in charge of program management, was moved to Apple's artificial intelligence and machine learning division this week, according to people with knowledge of the matter. She'll be a top deputy to AI chief John Giannandrea, said the people, who asked not to be identified because the change hasn't been announced publicly. The move helps bolster a team that's racing to make Apple a leader in AI -- an area where it's fallen behind technology peers. The company has struggled to match the capabilities of OpenAI, Meta Platforms Inc. and Alphabet Inc.'s Google. And its Apple Intelligence platform has suffered from a slow and bumpy rollout. The Siri digital assistant, groundbreaking when it was unveiled in 2011, has come to symbolise Apple's shortcomings in AI. Upstarts like OpenAI have created their own, more versatile chatbots, and smartphone rival Samsung Electronics has been faster to weave artificial intelligence features into its software. Amazon.com Inc. also is adapting its Alexa platform for the AI world. Vorrath, who has spent 36 years at Apple, is known for managing the development of tough software projects. She's also put procedures in place that can catch and fix bugs. Vorrath joins the new team from Apple's hardware engineering division, where she helped launch the Vision Pro headset. A spokesperson for Cupertino, California-based Apple declined to comment on the move. Over the years, Vorrath has had a hand in several of Apple's biggest endeavors. In the mid-2000s, she was chosen to lead project management for the original iPhone software group and get the iconic device ready for consumers. Until 2019, she oversaw project management for the iPhone, iPad and Mac operating systems, before taking on the Vision Pro software. Haley Allen will replace Vorrath overseeing program management for visionOS, the headset's operating system, according to the people. Prior to joining Giannandrea's organisation, Vorrath had spent several weeks advising Kelsey Peterson, the group's previous head of program management. Peterson will now report to Vorrath -- as will two other AI executives, Cindy Lin and Marc Schonbrun. Giannandrea, who joined Apple from Google in 2018, disclosed the changes in a memo sent to staffers. The move signals that AI is now more important than the Vision Pro, which launched in February 2024, and is seen as the biggest challenge within the company, according to a longtime Apple executive who asked not to be identified. Vorrath has a knack for organising engineering groups and creating an effective workflow with new processes, the executive said. It has been clear for some time now that Giannandrea needs additional help managing an AI group with growing prominence, according to the executive. Vorrath is poised to bring Apple's product development culture to the AI work, the person said. This year, the artificial intelligence group is focused on revamping the underlying infrastructure of Siri and improving the company's in-house AI models, Giannandrea said in the memo. The company debuted its Apple Intelligence platform in October, but the initial version only included basic features like text-message and notification summarisation. More advanced capabilities like Genmoji -- a tool for creating custom emoji via AI -- have launched more recently. Apple has promised to overhaul Siri as part of the AI rollout, but that element isn't ready yet. The company aims to release a new version of the digital assistant as part of iOS 18.4 in April, Bloomberg has reported. The new version is designed to better respond to queries by tapping into the customer's data. It also can identify what's currently on a user's screen and more precisely control the device's applications through a system called App Intents. The current version of Siri has drawn criticism for not understanding requests and failing to execute simple commands. And even when the promised features do launch, they won't match the capabilities unveiled by Samsung, which uses a mix of its own technology and the Google Gemini platform. © 2025 Bloomberg LP

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.

Apple Brings In A "Powerful Force" To 'Fix' Siri And Apple Intelligence For Good, Aiming To Measure Up To ChatGPT And Gemini

One of the biggest selling points of the iPhone 16 launch was the company's AI initiatives, but Apple has been running into issues. Apple Intelligence has not broken any records since its release and the company is also taking its sweet time to perfect the algorithms set in place. ChatGPT and Gemini have been gradually working their way to the top, even on the iPhone and other Apple products, which could hurt the sale of the devices. To tackle this, the company is now making some staff-level changes to improve Siri and Apple Intelligence. Apple Intelligence is great on the iPhone, but it is not perfect by any means. With the launch of the new Galaxy S25 lineup, Samsung has offered some practical use cases with Galaxy AI, including the Brief Now feature. While Apple has its rendition of the feature, it is not perfect and has been creating controversies. We have previously reported that the Notifications Summary feature amalgamates news and sometimes makes its version of the stories that do not make sense. On the flip side, Siri has not been great either, as it is sharing false information regarding various aspects. It was recently reported that the virtual assistant gave 33 false wins to a team that only won a single championship. With that said, Apple Intelligence and Siri on the iPhone need a complete makeover, and it appears that the company has noticed the issue. Apple's Kim Vorrath, a 37-year-old Apple veteran, will join its AI team to work under the AI chief John Giannandrea, according to Bloomberg. Vorrath has a reputation for managing software protection with meticulous precision, ensuring that employees meet the deadlines for different projects and tasks. We have previously reported that Apple's gradual rollout of AI features in iOS 18 could have an impact on iOS 19 development, as it could adhere to the same delays. In this regard, Vorrath's appointment in the division could prove to be worthwhile. Vorrath has been described as a "powerful force" and a "bug wrangler" in the company, and she has been working with the company's Vision Pro development team. Now, she has been designated to move to AI, which will allow the division to pick up its pace and fix some of the ongoing issues on the platform, majorly including Apple Intelligence and Siri. Siri has always been an inferior digital assistant compared to the likes of Google Assistant and ChatGPT. Even after Apple's ChatGPT integration with Siri, the digital assistant remains below the competition level. This means that the virtual assistant has some underlying fundamental flaws that need to be addressed before it continues to share false information. Potentially, the company will fix Apple Intelligence and Siri with the release of iOS 19, but before that, we still have a major iOS 18.4 update to go through. The update is slated to bring the new Siri experience to the platform, Bloomberg also reports that the company sees AI as more important than the Vision Pro, and Vorrath could be the perfect addition to the team. Vorrath is known for her work style, organizing engineering groups, and redesigning workflows coupled with new processes. Apart from Siri and Apple Intelligence, the team will also work on custom AI models, which could be showcased on WWDC later this year. We will share more details on the matter as soon as further information is available.

Apple rejigs Apple Intelligence and Siri team with exec known as a fixer

Long-time Apple executive Kim Vorrath has been moved into the Apple Intelligence team following her successes on projects from Apple Vision Pro to the original iPhone. The claim that Apple is behind on artificial intelligence may never go away, despite the company's long history of working in the field. But a new rejigging of staff on the Apple Intelligence project at least suggests that the company believes it has work to do. Specifically, according to Bloomberg, Kim Vorrath has been appointed as a top deputy in Apple's artificial intelligence and machine learning division. She will be reporting to Apple Intelligence and Siri chief John Giannandrea. Despite not being as well-known outside of Apple as other executives, inside the company, Vorrath has a track record of getting difficult projects across the finishing line. She joined Apple as an intern in 1987, was then hired on staff in 1988 -- and has never left. Across Vorrath's many high-profile Apple projects, she has been known for keeping work on schedule, and for implementing rigorous bug testing. Consequently, her move to the Apple Intelligence and Siri team is likely to be because the project needs to be given more impetus. While Apple has been working on artificial intelligence and machine learning for many years, the perception is that has fallen behind. This is because it has not produced an equivalent to ChatGPT, even as its major rivals have. Apple does seem to be taking a different approach, though, including a greater emphasis on privacy through on-device AI processing. Yet its most prominent machine learning feature remains Siri, which is lacking compared to other AI services. The development Siri has reportedly seen problems over both implementing privacy, and surmounting internal fighting. Kim Vorrath's move, then, is likely to get the team focused. It's also a sign of how Apple Intelligence, and perhaps especially Siri, is considered more important within Apple than the Apple Vision Pro, too. While Vorrath is said to have already been advising the team, she comes on board now just as Apple nears its promised release of a better Siri, which is currently expected to launch with iOS 18.4.

Gurman: Apple taps new boss to help Siri and Apple Intelligence catch up with AI competition - 9to5Mac

Apple Intelligence has arrived, but Siri and Apple's AI suite of features are nowhere near the level of rivals OpenAI, Anthropic, and others -- especially with the absence of an Apple chatbot. For that reason, the company has recruited an internal software veteran to help course correct the path for Apple's AI efforts. Mark Gurman at Bloomberg has the report: Apple Inc. executive Kim Vorrath, a company veteran known for fixing troubled products and bringing major projects to market, has a new job: whipping artificial intelligence and Siri into shape. Vorrath, a vice president in charge of program management, was moved to Apple's artificial intelligence and machine learning division this week, according to people with knowledge of the matter. She'll be a top deputy to AI chief John Giannandrea, said the people, who asked not to be identified because the change hasn't been announced publicly. Gurman adds that Vorrath was instrumental in recently getting Apple Vision Pro to market. Prior to that, she helped see the original iPhone software group with project management. He reports that she previously advised the group that reports to John Giannandrea Prior to joining Giannandrea's organization, Vorrath had spent several weeks advising Kelsey Peterson, the group's previous head of program management. Peterson will now report to Vorrath -- as will two other AI executives, Cindy Lin and Marc Schonbrun. Giannandrea, who joined Apple from Google in 2018, disclosed the changes in a memo sent to staffers. Apple still has to ship the AI-infused version of Siri that it showed off during a preview of iOS 18 at its developer conference in June 2024. The current integration is rather limited. We expect that version of Siri to arrive in beta as soon as iOS 18.4 beta now that iOS 18.3 is days away from arriving for the public. iOS 18.3, however, illustrates some of the challenges for Apple's artificial intelligence challenges. For example, Apple has opted to disable notification summaries for news and entertainment alerts after a flurry of inaccurate summaries misinformed users. Other notification summaries will appear in italicized text to denote the summary format compared to the actual text of the notification.

Apple makes a change to its AI team and plans Siri upgrades

Apple is making an executive change to try and improve its AI efforts and Siri. Kim Vorrath, who recently helped get the Vision Pro software out the door and has been at Apple for 36 years, has been brought over to Apple's artificial intelligence and machine learning division and will serve as a "top deputy" to AI boss John Giannandrea, Bloomberg reports. The company made a big splash about its AI / Apple Intelligence efforts at WWDC last year, but they haven't had the same impact as things like OpenAI's ChatGPT or Google's Gemini. Apple has also been slowly rolling out what it announced, and a big Siri upgrade that lets it understand what's happening on your screen and take action may not arrive until iOS 18.4. And the company's AI-powered news notification summaries will be put on pause with iOS 18.3 after criticism that the summaries were incorrect.

Apple Enlists Veteran Software Executive to Help Fix AI and Siri

Apple Inc. executive Kim Vorrath, a company veteran known for fixing troubled products and bringing major projects to market, has a new job: whipping artificial intelligence and Siri into shape. Vorrath, a vice president in charge of program management, was moved to Apple's artificial intelligence and machine learning division this week, according to people with knowledge of the matter. She'll be a top deputy to AI chief John Giannandrea, said the people, who asked not to be identified because the change hasn't been announced publicly.

Apple Shakes Up AI Division, Taps Veteran Kim Vorrath To Bolster Siri - Apple (NASDAQ:AAPL)

Apple Inc. AAPL has taken a major step to strengthen its AI and Siri capabilities by making a notable leadership change. The company has appointed Kim Vorrath, a veteran executive with years of experience at Apple, as a senior leader in its artificial intelligence and machine learning division. What Happened: Vorrath, who played a pivotal role in the launch of Vision Pro software, will now work closely with AI chief John Giannandrea, reported Bloomberg on Friday. This move is seen as Apple's effort to infuse more rigor into its AI development, indicating the company's recognition of AI's significance for its future. Apple showcased its AI advancements at last year's WWDC, but they have yet to achieve the impact of rivals like OpenAI's ChatGPT or Google's Gemini. While the company has been steadily expanding its AI initiatives, a significant Siri upgrade is anticipated with iOS 18.4. However, its AI-powered news notification summaries, launched earlier, will be paused in iOS 18.3 following criticism over their lack of accuracy. See Also: Mark Zuckerberg's $65 Billion AI Bet Benefits Nvidia And Other Players, Says Top Analyst, But Warns Market Bull Run Will 'End In A Spectacular Bubble Burst' Apple's decision to bring Vorrath, a seasoned executive with a legacy that includes contributions to the original iPhone software team, into the AI division signals a strategic shift in focus. According to the report, the AI team is now prioritizing the overhaul of Siri's core infrastructure and the refinement of Apple's in-house AI models. Why It Matters: Apple's AI advancements are being closely watched, especially in light of the company's recent challenges in the Chinese market. JPMorgan analyst Samik Chatterjee sees currency woes, China struggles, and lukewarm AI adoption as hurdles for Apple's upcoming earnings. The company's grip on China is weakening, and with Beijing's push to boost domestic brands, Apple is losing its competitive edge in a critical growth market. Earlier this month, Apple pledged to improve its AI feature after a complaint from the BBC. The company admitted that its AI-generated news summaries on iPhones had been inaccurate. In November 2024, Apple cautioned investors about potential profit risks tied to its emerging technologies, noting that these innovations might not deliver the same revenue or profit margins as its flagship iPhone lineup. Price Action: Apple shares ended 0.39% lower on Friday. Year-to-date the company's shares lost 8.64%, as reported by Benzinga Pro. Check out more of Benzinga's Consumer Tech coverage by following this link. Read Next: OpenAI Wrestles With Microsoft Stake Valuation As It Looks To Transition To For-Profit Entity Amid Trump's $500 Billion Stargate AI Project: Report Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors. Photo courtesy: Shutterstock AAPLApple Inc$222.17-0.67%Overview Rating:Good75%Technicals Analysis1000100Financials Analysis600100WatchlistOverviewMarket News and Data brought to you by Benzinga APIs

Report: Apple Moves Project Manager Kim Vorrath to AI Division | PYMNTS.com

Apple reportedly moved Kim Vorrath, a vice president in charge of program management who is known for fixing troubled projects, to the company's artificial intelligence and machine learning division to work on AI and Siri. The move comes at a time when Apple has fallen behind its competitors in both AI and chatbots, Bloomberg reported Friday (Jan. 24). Vorrath's move has not been announced publicly but was shared with Bloomberg by unnamed sources, according to the report. Apple did not immediately reply to PYMNTS' request for comment. Vorrath has been with Apple for 36 years and has managed the development of difficult projects and implemented procedures that catch and fix bugs, the report said. She led project management for the original iPhone software group; oversaw project management for the iPhone, iPad and Mac operating systems until 2019; and, most recently, helped launch the Vision Pro headset, according to the report. Apple's AI division aims to overhaul the underlying infrastructure of the company's in-house AI models and Siri, per the report. Apple Intelligence launched in October with only basic features before getting some more advanced ones later; Siri has been criticized for not understanding requests, failing to execute simple commands and failing to match the capabilities of competitors' digital assistants; and the company's AI-generated news summary feature was removed after generating false content, the report said. When Apple integrated Siri with OpenAI's ChatGPT as part of a series of updates in December, it sought to make the voice assistant a tool for everyday life, PYMNTS reported at the time. "Apple is enabling ChatGPT access in Siri and Writing Tools experiences within iOS, iPadOS and macOS, allowing users to access its expertise -- as well as its image- and document-understanding capabilities -- without needing to jump between applications," the company said in a Dec. 11 press release. When the company launched Apple Intelligence in October, it said these AI features can perform tasks like summarizing long email threads, prioritizing urgent messages, transcribing and summarizing phone calls and voice recordings, and performing natural language searches of photos and videos to find specific moments or objects.