Apple’s senior software leadership, including Craig Federighi, hesitated to prioritize generative AI, believing it lacked the clear outcomes the company demands, a cautious stance that led Apple to fall behind rivals who embraced the technology much earlier and more aggressively
Apple’s foray into generative artificial intelligence has reportedly been slower than expected, hindered by internal indecision and cautious leadership, according to a recent report. While competitors have aggressively embraced AI, Apple is said to have approached the technology with unusual restraint, leading to delays and missed opportunities.
According to insights shared in a Bloomberg report, Apple’s senior software leadership—particularly Craig Federighi—was initially skeptical of prioritizing generative AI. Federighi, who oversees Apple’s software engineering efforts, reportedly viewed AI as a technology lacking the clear, defined outcomes that Apple traditionally demands before committing significant resources. This hesitation, echoed by other top executives, meant the company waited longer than its rivals to fully invest in the space.
An unnamed Apple executive, as cited in the report, noted that AI development often begins without a clearly defined product, a concept that clashes with Apple’s culture of building only with a clear end goal. This mindset may have cost Apple its early foothold in the rapidly evolving AI landscape.
Further complicating matters, John Giannandrea, Apple’s Senior Vice President of Machine Learning and AI Strategy, has reportedly faced hurdles in scaling the company’s AI infrastructure. Giannandrea, a former Google executive brought in to lead Apple’s AI efforts, is said to have pushed for greater investment in AI capabilities—only to encounter resistance from within.
Apple rethinks Siri’s role
Although Apple has since introduced its “Apple Intelligence” platform, it is still perceived as playing catch-up. According to the report, updates to Siri—Apple’s long-standing voice assistant—are being delayed or even downplayed at this year’s Worldwide Developers Conference (WWDC), suggesting the company is rethinking Siri’s role in its broader AI narrative.
In a subtle but telling move, Apple may even distance the Apple Intelligence brand from Siri entirely. The shift signals a repositioning effort, with AI-powered features taking center stage. These include a new battery optimization tool, enhanced AI integration across native apps, and “Project Mulberry”—a virtual wellness coach designed to encourage healthier lifestyles.
As Apple prepares for its WWDC announcements, the company’s AI strategy appears to be entering a new chapter—marked by reflection, course correction, and a more focused push toward intelligent software experiences.