Apple Reshapes AI Strategy: Breaks Up Key Team to Focus on Siri and Robotics

Apple is shaking up its AI development by dismantling a key team responsible for special projects like robotics and AI enhancements. Bloomberg reports that the company is splitting this group, redirecting some engineers to Siri and a new division focused on home devices. The restructuring is intended to sharpen Apple’s focus on practical AI applications, especially as the company races to catch up with competitors in generative AI.

Led by John Giannandrea, Apple’s AI chief, the affected team had worked on ambitious projects such as a home robot and an iPad-like smart display — efforts now largely placed on hold. While some employees are being reassigned to Siri improvements and Apple’s broader AI initiatives, others are facing potential layoffs if they cannot secure new roles internally.

This move reflects Apple’s shifting AI strategy toward more tangible consumer products, aligning with its plans to unveil new AI features at WWDC 2024. With rivals like OpenAI, Google, and Microsoft advancing rapidly, Apple’s reorganization signals a more urgent, focused push into AI-enabled services and devices.