Tech giant Apple has shocked the industry with a radical shift in its AI strategy. According to a new report based on reliable sources, the company has begun searching for a new leader to replace John Giannandrea, who has served as Head of Artificial Intelligence and Machine Learning Strategy since 2018. This move is being interpreted as Apple taking criticism that it was lagging behind rivals like Google and OpenAI seriously and as the boldest step it has taken to reshape its “Apple Intelligence” platform.

Why did the architect of Apple Intelligence fall from grace?

John Giannandrea was transferred from Google six years ago with the mission of modernizing Siri and strengthening Apple’s machine learning infrastructure. During his tenure, he laid the foundation for Apple Intelligence, the company’s current AI framework. However, according to a Bloomberg report, delays on critical projects like “Personalized Siri” and the platform’s slow progress compared to its competitors have reinforced the need for a new, more aggressive vision within the leadership.

Apple’s search for its new AI chief isn’t limited to internal talent; prominent names from outside the industry are also on the table. The new leader will have a challenging task. He or she won’t just be a technical genius; they’ll also need to seamlessly integrate AI across the entire Apple ecosystem (devices, software, and services) while upholding Apple’s uncompromising principles of user privacy and intuitive design. This is Apple’s most fundamental and challenging differentiator from its competitors.

This leadership change appears to be part of a broader restructuring within Apple. The company’s recent merger of its Health and Fitness divisions into the Services division, led by Eddy Cue, is another sign of this strategic shift. These moves demonstrate that Apple is preparing its leadership team for the future by more fully integrating its hardware, software, and AI services.