Financial Association, March 21 (Editor Niu Zhanlin) According to well-known $Apple (AAPL.US)$ tipster Mark Gurman stated on Thursday that Apple is undergoing a rare executive personnel adjustment aimed at getting its AI Business back on track after months of delays and setbacks.

Gurman cited sources familiar with the matter, indicating that CEO Cook has lost confidence in AI chief John Giannandrea's ability to execute product development, and Mike Rockwell, head of Vision Pro, will take over the management of the Siri intelligent assistant.

Apple's choice of Rockwell to take over is a bet on his mature technical experience, having already demonstrated the ability to launch new products and manage an engineering organization with thousands of people. Rockwell will report to software chief Craig Federighi, completely removing Siri from Giannandrea's management.

Apple is set to announce these high-level reshuffles to employees this week. To fill the vacancy left by Rockwell's reassignment, Apple has appointed Erin Meade as the new head of Vision Pro, who previously held important positions within the company and possesses rich management and technical experience.

These measures highlight the predicament Apple faces: its AI Technology is severely lagging behind industry competitors, with almost no signs of catching up.

Recently, Apple confirmed that it will delay the release of the next generation of its AI voice assistant Siri, expected to be launched sometime "next year," but it did not provide any reasons for the delay.

Apple stated that the new personalized Siri will be able to access users' personal data, such as emails, messages, files, and photos, to better understand user needs and assist with tasks, but the time taken to implement these features is longer than initially expected.

Additionally, the AI features were initially seen as a major selling point for the iPhone 16 series, but they arrived late and performed poorly, leading Analysts to downgrade iPhone shipment forecasts.

In fact, at last year's Global Developer Conference in June, Apple indicated that the new version of Siri would rely on Apple's AI models to interact like a human. The delay may further undermine Apple's competitiveness in the voice assistant market, especially against fast-advancing competitors like Amazon and Google.

Next, the launch of a personalized Siri voice assistant has become an important issue for Apple. Executives at Apple recently stated that this delay is embarrassing, partly because the company had previously spent time showcasing these features to the public.

Apple's stock price fell sharply last week, down nearly 15% for the year, ranking among the largest declines in major technology stocks, which also reflects the difficulties the company is facing.

However, some bulls of Apple remain firmly Bullish on the company. Wedbush Analyst Daniel Ives wrote, "Rome wasn't built in a day, nor will Apple's Global Strategy for AI be accomplished overnight, but the seeds of this strategy have begun to take shape with Apple Intelligence and will change the narrative angle for how Apple attracts Consumers in the coming years."

Editor/Jeffy