Bloomberg details Apple’s 2025 AI shakeup ahead of iOS 27

Apple is set to unveil major AI upgrades in iOS 27 at WWDC today, including a long-awaited Siri overhaul enabled by a new partnership with Google for Gemini technology. A Bloomberg report from Mark Gurman outlines the internal shakeups at Apple that led to this strategic pivot after its initial in-house Apple Intelligence efforts faltered.

Executives convened a crisis meeting in early 2025. The meeting took place in a conference room near the software engineering department overseen by Craig Federighi. Jeff Williams, the company’s now-retired COO, called the meeting to order while Tim Cook was absent.

Discussion focused on Apple Intelligence being a flop and the critical Siri overhaul facing delay. The goal was to formulate a recommendation for Cook on how to respond to the growing crisis.

Federighi and Rockwell drove the overhaul plan. Federighi led the meeting and was the most prominent voice. Mike Rockwell had a strong voice in the discussion and volunteered to lead the effort to fix Siri.

John Giannandrea was present at the meeting, which led to his eventual ouster. The plan that emerged had Rockwell taking over Siri but reporting to Federighi as part of the software team rather than becoming the new AI head.

Cook’s direct involvement shaped the final decisions. Cook was on the verge of approving the plan in March 2025 during Apple’s annual Top 100 retreat for leaders. One point of disagreement was resolved in favor of Rockwell reporting to Federighi.

Gurman reports that Cook was uncharacteristically involved in recent AI developments, unilaterally making decisions about Apple’s plans for the technology. The full report contains additional details on the pivot from the company’s original in-house AI strategy.

The Google partnership marks a departure from initial plans. Apple Intelligence first debuted in 2024 using in-house technology. Inability to deliver promised Siri features prompted the full strategy overhaul and the shift to incorporate Gemini technology.

Today’s WWDC keynote is expected to focus heavily on these AI upgrades. The changes represent the first public results of the 2025 internal restructuring.