Mike Rockwell, the executive behind Apple Vision Pro and now leading Siri’s overhaul, has recently thought about stepping away from Apple or shifting into a smaller advisory role, as internal changes at the company continue to reshape leadership responsibilities and long-term direction.
Bloomberg reports that Rockwell has weighed his future at Apple while working on a major task, which involves rebuilding Siri with stronger AI capabilities, and this comes after Apple reassigned control of its AI efforts following concerns about earlier progress under previous leadership.
“Mike Rockwell, who created the Vision Pro headset and is now tasked with overhauling the Siri voice assistant, has considered leaving or moving into an advisory role next year, according to people with knowledge of the matter.”
Rockwell currently reports to Craig Federighi, who now oversees Apple’s broader software and AI direction, and the report says Rockwell has reservations about this structure while also wanting a larger role inside the company.
This situation stands in contrast to his earlier trajectory at Apple, where he was seen as someone who could shape the company’s long-term product and AI roadmap, especially when Apple believed head-worn devices like Vision Pro would define its future beyond the iPhone.
That outlook has changed over time, as Vision Pro struggled to reach a wide audience due to its high price and physical design, which has affected how Apple positions its wearable strategy going forward, while still continuing work on smart glasses and related products.
Despite these concerns, Rockwell is unlikely to leave immediately because he remains focused on delivering the upgraded Siri experience, which Apple sees as a key part of its next phase in artificial intelligence.
“He would be unlikely to leave his job before the Siri upgrade is complete.”
His situation also reflects a broader shift inside Apple, where several senior leaders are reassessing their roles as John Ternus prepares to take over as CEO, and this includes other executives who are either nearing retirement or adjusting to new responsibilities within a changing leadership structure.
As these transitions continue, Apple faces a growing challenge in retaining top talent while also pushing forward with major projects like Siri’s AI overhaul, which now sits at the center of its future strategy.
Under his future superior, let Mike Rockwell define Personal AI and develop its hub in WEARABLES, So he will be both independent and dependent. Let his creativity flow into Personal AI. His experience with Siri will be very valuable now.