Apple’s push to improve Siri has fallen behind schedule, and a new report suggests internal cost-cutting is to blame. According to sources, Apple’s former CFO Luca Maestri significantly reduced the budget for AI processor purchases in 2023—despite CEO Tim Cook’s reported approval.
At the time, engineers requested a major investment in GPUs to accelerate AI development. While Cook supported the plan, Maestri allegedly cut the proposed budget by more than half. This decision left Apple’s AI team struggling to meet performance goals and relying on limited access to Nvidia processors and third-party data centers, including those run by Google and Amazon.
A Missed Opportunity for AI Momentum
Unlike its competitors, Apple had a slower start in AI development. By 2023, many tech giants were rapidly scaling up investments in machine learning. Meanwhile, Apple hesitated. This delay meant Apple’s AI tools—especially improvements to Siri—fell behind user expectations.
Apple intended to roll out major Siri updates with iOS 19. However, due to these earlier setbacks, the company may now miss that window. Internal sources suggest Apple engineers lacked the hardware resources and management support needed to deliver next-generation AI on time.
Leadership Changes and a Possible Turnaround
In response to growing internal tension, Apple has restructured its AI team. Mike Rockwell, previously the lead on Apple Vision Pro, has replaced John Giannandrea as the head of Apple Intelligence. Rockwell now reports directly to software chief Craig Federighi.
Additionally, veteran Apple executive Kim Vorrath has been assigned to the AI division. Known internally as a “fixer,” Vorrath may help the team get its timeline back on track.
What This Means for Users
Apple still plans to enhance Siri with advanced AI capabilities, but the timeline remains uncertain. If the company can rebound under new leadership, users could see major updates in the next few iOS releases. Until then, Apple must work to catch up with rivals—and repair its internal strategy.
