/Tech1h ago

Apple CEO Tim Cook takes direct control of AI product roadmap after executives acknowledge Siri and Apple Intelligence shortcomings

A secret early 2025 meeting prompted the strategic pivot.

991.3K12012388.1K

#627

Original post

Mark Gurman@markgurman#627inTech

Power On: Around early 2025, Apple’s top executives other than Tim Cook held a secret meeting to discuss just how behind it is in AI and chart the path forward. Tomorrow, we’ll see the results. https://www.bloomberg.com/news/newsletters/2026-06-07/wwdc-2026-apple-s-secret-meeting-that-led-it-to-take-ai-seriously-ios-27?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4MDg0Mzg1OSwiZXhwIjoxNzgxNDQ4NjU5LCJhcnRpY2xlSWQiOiJURzlMSzFSMjRVOEkwMCIsImJjb25uZWN0SWQiOiJDNEVEQ0FFMUZBMDU0MEJFQTI0QTlGMjExQzFFOTA4MCJ9.pkuIyevgCcNgp2oEfaVHxkQzVBFFckiWRHAq_fx6XjY

7:52 AM · Jun 7, 2026 · 26.3K Views

/Tech1h ago

Apple CEO Tim Cook takes direct control of AI product roadmap after executives acknowledge Siri and Apple Intelligence shortcomings

A secret early 2025 meeting prompted the strategic pivot.

991.3K12012388.1K

#627

Original post

Mark Gurman@markgurman#627inTech

7:52 AM · Jun 7, 2026 · 26.3K Views

Sentiment

Positive users praise Tim Cook's deeper role in fixing Apple's AI lag and express optimism about Siri improvements and avoiding costly races, while negative users see the executive intervention as signaling execution rot and prior failures.

Pos

62.9%

Neg

37.1%

18 comments with sentiment.

Cluster Engagement

Posts from X

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VIEWS22.7KBOOKMARKS36LIKES399RETWEETS29

Mark Gurman@markgurman

Tim Cook has been intimately involved in Apple’s AI comeback and AI product direction since Apple Intelligence flopped and the new Siri was delayed. He’s never been this involved in product development and features as CEO. https://www.bloomberg.com/news/newsletters/2026-06-07/wwdc-2026-apple-s-secret-meeting-that-led-it-to-take-ai-seriously-ios-27?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4MDg0NDM1OSwiZXhwIjoxNzgxNDQ5MTU5LCJhcnRpY2xlSWQiOiJURzlMSzFSMjRVOEkwMCIsImJjb25uZWN0SWQiOiJDNEVEQ0FFMUZBMDU0MEJFQTI0QTlGMjExQzFFOTA4MCJ9.0L691IcuCD_rRki8Mz5OhnEhnGWYCGjReUtcqxb1Q_A

1h22.7K39936

REPLIES22

Mark Gurman@markgurman

The Siri reboot spotlights three key storylines: Tim Cook’s final launch as CEO helping move Apple in the right direction; Craig Federighi becoming Apple’s AI leader; and Vision Pro creator Mike Rockwell fixing Apple’s biggest shortcoming. https://www.bloomberg.com/news/newsletters/2026-06-07/wwdc-2026-apple-s-secret-meeting-that-led-it-to-take-ai-seriously-ios-27?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4MDg0NDU2NSwiZXhwIjoxNzgxNDQ5MzY1LCJhcnRpY2xlSWQiOiJURzlMSzFSMjRVOEkwMCIsImJjb25uZWN0SWQiOiJDNEVEQ0FFMUZBMDU0MEJFQTI0QTlGMjExQzFFOTA4MCJ9.U-TQ0-9Gr_SZiF5Tyrhpv-8Jxyw0qXWtOKiD205tjZo

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Mark Gurman@markgurman

Apple’s coming AI announcements include major reversals, with executives as recently as last year shunning the idea of a chatbot and panning the idea of AI use in photography. Now both are coming. https://www.bloomberg.com/news/newsletters/2026-06-07/wwdc-2026-apple-s-secret-meeting-that-led-it-to-take-ai-seriously-ios-27?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4MDg0NDQ3NCwiZXhwIjoxNzgxNDQ5Mjc0LCJhcnRpY2xlSWQiOiJURzlMSzFSMjRVOEkwMCIsImJjb25uZWN0SWQiOiJDNEVEQ0FFMUZBMDU0MEJFQTI0QTlGMjExQzFFOTA4MCJ9.fE7xdnsnm8-sZp6i1wdTXf7f3T4dboyzXAg26n7XON4

1h21.8K31624

AheadOfCharts@AheadOfCharts

@markgurman $CAMPOS

19m1922

Holly - I like tech@AnxiousHolly

@markgurman Apple has been a disaster when it comes to AI jesus

1h5498

Alvaro Castro@alvaro_castroc

@markgurman I dont know ir thats a good thing. He already failed once

1h281

yon nuta@yonnuta

@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.

1h1951

Darth Kenobi@TechyNerdgamer

@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?

52m1491

jeb@Namelongnumbers

@markgurman Craig being the AI leader is not promising lol

1h1305

Vansh Shah | MadOverTech@madovertech01

@markgurman I hope we are not looking at another 'memoji 👀'

1h2244

⚡️Joltify@ln4853087938331

@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.

30m23

Rouzbeh@JustRouzbeh

@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

1h5621

Vorwärts@AVorwarts

@TechyNerdgamer @markgurman Forstall was superior in every way.

47m16

Rick Sanchez@Gazzorpazorp

@TrumpMawa @markgurman ammesey best

16m12

Richie Boss@RichieBoss1298

@markgurman Well welll wellll.. iam very nervous

Only going to believe when upcoming AI features are going to make it on my iPhone

1h3091

Myke Mnemonic@findmyke

@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

55m912

Palwinder Singh@PalwinderCFA

@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

38m2631

Chris Albon@chrisalbon

Council of AIrond

18m16310

Rouzbeh@JustRouzbeh

@markgurman Funny how fast things change. A year ago some of these ideas were being dismissed, and now they’re becoming headline features

1h321

Rich Photography@richphotoio

@markgurman If anyone wants to chat WWDC and Apple, feel free to join our little XChat!

1h305