Apple ramps up AI development to catch up with competitors

Apple has appointed new leadership to accelerate the development of Siri and Apple Intelligence, aiming to close the gap with its rivals, according to Bloomberg’s Mark Gurman.

Kim Vorrath, a company veteran who has been with Apple since 1987, will now oversee AI initiatives as deputy to John Giannandrea, Apple's head of AI.

Previously leading the launch of the Vision Pro AR headset, Vorrath’s shift to Siri underscores Apple’s prioritization of AI. Analysts note that the company lags at least two years behind market leaders in artificial intelligence.

Currently, updates to Apple Intelligence are gradually rolled out with new iOS and macOS versions. A new LLM-powered version of Siri is expected to debut at WWDC25 but won’t be available to users until the release of iOS 19.4 in 2026.