Apple’s Siri is as important as iPhone or the Mac
Apple now sees AI as being as important in its own right as its retail, services, hardware, software or design arms – and that’s why machine intelligence now has a seat on its executive board.
How Apple works
Think about how Apple works. Former CEO, Steve Jobs, deliberately organized the company so that it fostered topic-related expertise.
Company executives reflect this – most have been involved in their department (marketing or hardware design) for the majority of their Apple careers. They are experts in their field.
What this means is that different teams have different needs and different responsibilities. That’s why a procurement official sent to China to source components for an unreleased and unannounced Apple device didn’t realise they were ordering the parts for the original iPhone until after the product was announced.