{"id":267,"date":"2026-06-08T09:08:43","date_gmt":"2026-06-08T09:08:43","guid":{"rendered":"https:\/\/longhaulmovingpros.com\/?p=267"},"modified":"2026-06-08T09:08:43","modified_gmt":"2026-06-08T09:08:43","slug":"the-guy-who-may-have-finally-fixed-siri-is-reportedly-not-getting-much-credit","status":"publish","type":"post","link":"https:\/\/longhaulmovingpros.com\/?p=267","title":{"rendered":"The Guy Who May Have Finally Fixed Siri Is Reportedly Not Getting Much Credit"},"content":{"rendered":"
\n

As I write this, Apple\u2019s 2026 Worldwide Developers Conference (WWDC) kicks off tomorrow, and rumor has it the unveiling of a feature-rich new version of Apple\u2019s AI assistant, Siri, will play a major role in WWDC\u2019s kickoff.<\/p>\n

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But apparently, the recent history of Siri has been as messy behind the scenes as it has been in public, and if this version of Siri is a success, it sounds like the guy largely responsible\u2014at least according to Bloomberg\u2019s reporting\u2014isn\u2019t getting his flowers.<\/p>\n

\n<\/div>\n

His name is Mike Rockwell, and in an unusually gossipy edition of his Power On newsletter, Bloomberg\u2019s Mark Gurman describes the 2025 meeting that placed Rockwell in the driver\u2019s seat of new Siri. This was after Apple Intelligence failed to make a big splash, and\u2014Gurman\u2019s thinking goes\u2014satisfy the world that Apple was sufficiently AI-pilled.<\/p>\n

The anonymously sourced newsletter says Rockwell signaled in about 2016 that AI was going to be important, and recommended that the company take major steps to prepare, but nothing much came of that, and he was later put in charge of the Apple Vision Pro. While not exactly a smashing success, the Vision Pro was an impressive achievement that gave Rockwell credibility among an assembly of executives who gathered to figure out an AI game plan to hand over to CEO Tim Cook, who wasn\u2019t there that day.<\/p>\n

Apple\u2019s at-the-time AI chief John Giannandrea was in the room. And it sounds like Rockwell, for lack of a better term, mogged<\/em> Giannandrea completely and utterly. Gurman says Apple\u2019s head of software Craig Federighi \u201cled much of the discussion, but Rockwell emerged as a powerful voice.\u201d Apparently, Rockwell thought he was getting a promotion to a senior VP position like Giannandrea\u2019s, but he wasn\u2019t. He just received the Siri-centric aspects of Giannandrea\u2019s duties, according to Gurman\u2019s reporting from last year. Giannandrea\u2019s retirement from Apple was announced nine months later.<\/p>\n

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\n<\/div>\n

In April of this year, Gurman wrote that incoming Apple CEO John Ternus is a longtime opponent of the Vision Pro\u2014Rockwell\u2019s baby\u2014and that Ternus has essentially killed that whole product category, leaving Rockwell \u201cweighing his future.\u201d<\/p>\n

And at WWDC, Gurman says Rockwell won\u2019t take the stage and show off new Siri. Gurman predicts that current CEO Tim Cook will introduce Federighi, who will in turn introduce the new AI assistant without Rockwell\u2019s input, and there will be presentations from other Apple employees referred to by Gurman as \u201cFederighi lieutenants.\u201d<\/p>\n

\n<\/div>\n

The rumors about the features Rockwell has brought to new Siri are extensive and pretty consistent. The assistant is expected to be aware of context drawn from your personal information and documents, as well as what\u2019s on your screen. It will also reportedly have a dedicated chatbot function, and a new look. It\u2019s been more or less confirmed by Apple that this is all powered by an LLM essentially leased from Google\u2014a deal that Gurman says was brought about by Mike Rockwell himself.<\/p>\n

Is Rockwell preparing to slink away, misunderstood and hated like Batman at the end of the Dark Knight<\/em>? Let\u2019s not go crazy. This is anonymously-sourced tech biz journalism. There are no superheroes here. But the story might make an interesting comic book anyway.<\/p>\n

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Despite all his hard work, Mike Rockwell is reportedly not getting a moment in the spotlight.<\/p>\n","protected":false},"author":1,"featured_media":266,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence"],"yoast_head":"\nThe Guy Who May Have Finally Fixed Siri Is Reportedly Not Getting Much Credit - Long Haul Moving Pros<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/longhaulmovingpros.com\/?p=267\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Guy Who May Have Finally Fixed Siri Is Reportedly Not Getting Much Credit - Long Haul Moving Pros\" \/>\n<meta property=\"og:description\" content=\"Despite all his hard work, Mike Rockwell is reportedly not getting a moment in the spotlight.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/longhaulmovingpros.com\/?p=267\" \/>\n<meta property=\"og:site_name\" content=\"Long Haul Moving Pros\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-08T09:08:43+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/longhaulmovingpros.com\\\/#\\\/schema\\\/person\\\/ed9c8f732aec56889e8fd0602fe5af4b\"},\"headline\":\"The Guy Who May Have Finally Fixed Siri Is Reportedly Not Getting Much Credit\",\"datePublished\":\"2026-06-08T09:08:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267\"},\"wordCount\":616,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/longhaulmovingpros.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/d0d91d4b75bdb40c484f44b2941b8392.webp\",\"articleSection\":[\"Artificial Intelligence\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267\",\"url\":\"https:\\\/\\\/longhaulmovingpros.com\\\/?p=267\",\"name\":\"The Guy Who May Have Finally Fixed Siri Is Reportedly Not Getting Much Credit - 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