Tim Cook takes hands-on control of Apple's AI strategy following Apple Intelligence setbacks and Siri delays
This is Cook's most active design role as CEO.
Positive users express optimism about Apple's potential AI comeback via smarter Siri and new leaders, while negative users blame Tim Cook for prolonged Siri failures and call the company's AI efforts a disaster.
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@markgurman The Siri story is fascinating.
A lot of people see it as an AI story, but it also feels like a story about leadership, ownership, and fixing mistakes before they become permanent
@markgurman $CAMPOS
@markgurman Apple has been a disaster when it comes to AI jesus
@TrumpMawa @markgurman ammesey best
@markgurman I dont know ir thats a good thing. He already failed once
@markgurman Three storylines is the newsletter version. The thing buried in it: Rockwell, Federighi, and Eddy Cue cut a deal with Google to use Gemini and Google Cloud to build Apple Foundation Models. WWDC keynote tomorrow.
@markgurman How is Craig becoming in charge of AI Supposed to fill us with confidence when since iOS 10 until today? The only stable and good versions of iOS to release or iOS 12 and 15 and that’s it?
@markgurman Craig being the AI leader is not promising lol
@markgurman I hope we are not looking at another 'memoji 👀'
@markgurman I've seen a term called "Apple Life" circulating in the virtual community, and it's incredibly popular. Many people aspire to live an "Apple Life." Since I'm Chinese, in China, "Apple Life" represents a desired lifestyle. I'm curious about your thoughts on the phrase "Apple Life.
@TechyNerdgamer @markgurman Forstall was superior in every way.
@markgurman Well welll wellll.. iam very nervous
Only going to believe when upcoming AI features are going to make it on my iPhone
@markgurman the culture that Tim Cook injected into Apple is to treat the org chart and supply chain as products: guarded with secrecy and treated like jewels to protect. Ultimately lifeless. I hope the keynote marks a return to whimsy with an eye to the post-phone era
@markgurman The fact that he has to dive into the weeds of product development in the final months of his tenure, right before handing the CEO title to John Ternus, is not a sign of visionary leadership. He was just supply chain expert
@markgurman Funny how fast things change. A year ago some of these ideas were being dismissed, and now they’re becoming headline features
@markgurman If anyone wants to chat WWDC and Apple, feel free to join our little XChat!
@markgurman It's going to be fascinating to see what they announce tomorrow. Catching up in AI is a big task, so my fingers are crossed for some really innovative features.
The most telling part of this isn't the meeting itself, it's that Apple’s non-Tim execs felt they had to hide the conversation from him. That suggests a boardroom dynamic where admitting strategic blindness is still seen as career risk, not crisis leadership. Curious to see tomorrow if the fixes address the culture or just the product gaps.
A secret AI meeting without the CEO is either a sign of dysfunction or the healthiest thing a leadership team can do: assess where you really are without protecting anyone’s narrative.
The fact it happened suggests someone in that room was willing to say what needed saying. Tomorrow tells us if they acted on it.
@markgurman Apple can’t afford to mess this up