Apple just appointed seasoned executive Kim Vorrath to spearhead improvements to its artificial intelligence capabilities and Siri virtual assistant, signaling renewed focus on competing with AI leaders like OpenAI and Anthropic, according to a new report Friday.
Apple taps software veteran to fix Siri and Apple Intelligence
Vorrath, a 37-year Apple veteran, played crucial roles in launching both Vision Pro and the original iPhone. Now she’s been named vice president of program management in Apple’s AI and machine learning division, according to Bloomberg. Known for her ability to troubleshoot problematic products and successfully bring major projects to market, Vorrath’s move represents Apple’s commitment to closing the AI capability gap with competitors.
The leadership change places Vorrath as a key deputy to AI chief John Giannandrea, with several AI executives now reporting to her, including Kelsey Peterson, Cindy Lin and Marc Schonbrun. Vorrath’s appointment comes at a critical time as Apple launches AI enhancements to Siri with updates to iOS 18.
Improved Siri coming in iOS 18.4 beta
The company demonstrated an AI-enhanced version of Siri at its June 2024 developer conference, with the update expected to arrive in the upcoming iOS 18.4 beta. It should expand Siri’s capabilities across both Apple and third-party apps.
Key improvements include contextual awareness, allowing Siri to understand and act on content within apps. Users will be able to perform tasks like updating contact information directly from text messages or accessing specific articles from their Reading List through voice commands.
More fixes after AI news summaries stumble
The enhanced Siri also features improved personal context understanding, enabling it to process natural language requests like locating podcast recommendations from conversations or tracking flight information for family members without requiring specific details about where the information was shared. The latest improvements come amid significant internal changes at Apple, including leadership shifts such as Kim Vorrath Apple taking on a more prominent role. Read more about the changes here.
However, Apple’s AI journey hasn’t been without challenges. The upcoming iOS 18.3 update highlights ongoing difficulties, as the company will disable certain AI-powered notification summaries due to accuracy problems.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
