Siri has faced a lot of criticism in recent years. It's too slow, too inflexible, and technically lagging behind the competition. Apple has repeatedly implemented small improvements, but hasn't made any truly decisive leaps. Now there's a change in leadership – and it could change Siri for the better. Mike Rockwell has taken over. And everything indicates that he knows exactly where the problems lie.
If you use Siri – whether on an iPhone, iPad, or another Apple device – this change directly affects you. Mike Rockwell isn't just any manager. He was previously responsible for Vision Pro and the visionOS operating system. It's no coincidence that he's now taking over the leadership of Siri. Rockwell knows the voice assistant's weaknesses inside out and has wanted to fix them for years. Now he's finally in the position to make it happen.
Rockwell's story with Siri: More than just criticism
Mike Rockwell has been critical of Siri within Apple for some time. This is reported by Mark Gurman of Bloomberg. Rockwell is said to have repeatedly proposed a fundamental overhaul of Siri – not just technically, but above all conceptually. His goal: to make the assistant more personal and intelligent. Until now, this remained wishful thinking because Rockwell was not directly responsible. Now that's changed. Under the leadership of Craig Federighi, he is officially responsible for Siri. A concrete example of his frustration can be seen in the development of the Vision Pro. Rockwell wanted to establish Siri as the central control option. This didn't work – because Siri didn't convince in internal tests. One report describes how Rockwell and his team were disappointed with the demos the Siri team delivered at the time. Instead of Siri, they ultimately opted for hand and eye control. A setback that apparently highlighted how much catching up to do with Siri.
New structures and clear goals
Since Rockwell took over, several reports indicate that there have been fundamental changes at Siri. He has restructured the internal Siri team and intensified collaboration with the AI department. This involves not only technical upgrades, but also a rethinking of Siri's direction. According to the New York Times, the first results should be visible as early as this fall with iOS 19. Three major AI upgrades are planned. These features were originally expected to arrive in 2026. The fact that they are now being brought forward is seen as a sign of Rockwell's decisive approach.
A look back: Why Siri stagnated for so long
If you've been using Siri for a while, you've probably noticed how slowly the assistant has evolved. Other providers, like Amazon with Alexa or Google with the Assistant, have shown significantly more innovation. Apple, on the other hand, took years for Siri to properly support features like multiple timers or natural language input. Even after the launch of ChatGPT and other AI systems, Apple has made few fundamental changes to Siri. Instead of developing a true next-generation assistant, the company has conservatively implemented minor improvements. To many users, it seemed as if Apple had resigned itself to the status quo.
Rockwell brings new dynamics
The difference from before: Mike Rockwell is apparently not willing to settle for slow progress. He wants to not just modernize Siri, but fundamentally improve it. His technical background and direct line to Apple's leadership could ensure that Siri soon operates at a completely different level. The fact that Rockwell previously had ideas for rethinking Siri and now has the necessary freedom to make decisions gives hope for real progress. According to insiders, he has a clear vision and is actively tackling its implementation.
A real new beginning for Siri?
Siri is under new management – and not by chance. Mike Rockwell knows the voice assistant's weaknesses well and has campaigned for a redesign for years. Now he's in charge and seems to be taking it seriously. The first visible improvements could come as early as iOS 19. Whether that's enough to make Siri a serious alternative to ChatGPT, Alexa, or Google Assistant remains to be seen. But it looks like, for the first time in a long time, Apple is planning more than just cosmetic changes. If you use Siri, you can be cautiously optimistic. The best accessories in one place: Our Amazon Storefront offers you top products, also for your HomeKit! (Photo by Unsplash / appshunter.io)
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