Apple is making a significant shift in its focus towards artificial intelligence, as evidenced by an executive change and plans for Siri upgrades. According to a report by Bloomberg, Kim Vorrath, a 36-year veteran at Apple, has been brought over to the company's artificial intelligence and machine learning division. Vorrath, who recently played a key role in the development of the Vision Pro software, will serve as a "top deputy" to AI boss John Giannandrea.

This move suggests that Apple is prioritizing its AI efforts, which have not had the same impact as those of its competitors, such as OpenAI's ChatGPT or Google's Gemini. Despite making a big splash about its AI/Apple Intelligence efforts at WWDC last year, the company has been slow to roll out its announced features. For instance, a major Siri upgrade that enables the virtual assistant to understand what's happening on a user's screen and take action may not arrive until iOS 18.4.

Moreover, Apple's AI-powered news notification summaries, which were met with criticism for their inaccuracy, will be put on pause with iOS 18.3. By bringing Vorrath on board, Apple appears to be seeking to bring more rigor to its AI development. Vorrath's resume at Apple includes work on the original iPhone software group, indicating that the company wants to leverage her expertise to improve its AI capabilities.

A memo from Giannandrea reveals that the artificial intelligence group is focused on revamping the underlying infrastructure of Siri and improving the company's in-house AI models this year. This renewed focus on AI may indicate that Apple sees AI as a bigger deal for its future than the Vision Pro, a significant departure from its previous emphasis on augmented reality technology.

This shift in focus is significant, as it suggests that Apple is acknowledging the importance of AI in its future products and services. With Vorrath's appointment and the planned Siri upgrades, Apple is taking steps to catch up with its competitors in the AI space. As the company continues to develop its AI capabilities, it will be interesting to see how this impacts its product lineup and overall strategy.

In conclusion, Apple's executive change and plans for Siri upgrades signal a significant shift in the company's focus towards artificial intelligence. As Apple continues to invest in AI, it will be crucial to monitor its progress and how it impacts the tech industry as a whole.