
Apple has appointed Kim Vorrath, a longtime software executive known for turning troubled projects into successes, to help overhaul its AI division and Siri. The move signals Apple’s urgency to catch up in an AI race led by OpenAI, Google, and Microsoft.
Key Points:
- Vorrath transitions from her recent role in Vision Pro development to help revamp Siri and Apple's AI infrastructure
- Vorrath will lead AI program management under Apple AI chief John Giannandrea
- Apple Intelligence is getting better, but key Siri features are delayed until at least iOS 18.4

Apple's decision to move Vorrath to its AI and machine learning division comes at a crucial time for the company. While competitors like OpenAI and Google have made significant strides in AI development, Apple's own AI offerings, including Siri, have struggled to keep pace. The appointment reflects the company's growing emphasis on AI as a strategic priority, even surpassing the importance of its recently launched Vision Pro headset, according to a longtime Apple executive speaking to Bloomberg.
Vorrath brings a proven track record of successful project management to her new role. She previously led the original iPhone software group and played a crucial role in bringing the Vision Pro to market. In her new position, she will oversee several AI executives, including Kelsey Peterson, Cindy Lin, and Marc Schonbrun, as detailed in an internal memo from Giannandrea.

The timing of this leadership change is particularly significant as Apple faces challenges with its AI initiatives. The company recently had to disable AI-generated news summaries in iOS 18.3 due to accuracy issues, including an incident where the system generated incorrect information about a BBC news story. Despite these setbacks, Apple is moving forward with plans to enhance Siri's capabilities in iOS 18.4, expected in April 2025.
"The artificial intelligence group is focused on revamping the underlying infrastructure of Siri and improving the company's in-house AI models," Giannandrea stated in his memo to staff, as reported by Bloomberg. The upgraded version of Siri is designed to better understand screen context and user data, though industry observers note it may still lag behind competitors like Samsung, which leverages both proprietary technology and Google's Gemini platform.
The reorganization also reflects broader changes within Apple's AI strategy. Following the closure of its electric car project, the company moved another veteran executive, Kevin Lynch, to lead its secretive robotics team within the AI division. These moves underscore Apple's commitment to catching up in the AI race, even as questions persist about its ability to compete with more established players in the field.
Vorrath's experience in organizing engineering groups and establishing effective workflows could be crucial as Apple works to close the gap with its competitors in the rapidly evolving AI landscape.