Apple Shutters 121-Person AI Team in San Diego – What Does This Mean for the Future of Siri?

In a surprising move, Apple has decided to shutter its 121-person artificial intelligence team that was focused on improving Siri operations in San Diego. This news came as a shock to the employees, many of whom are now facing termination if they do not relocate to Austin, Texas.

This begs the question – what does this mean for the future of Siri and Apple’s AI ambitions? The team was specifically working on annotating data to improve Siri’s abilities. Without their contributions, will Siri fall even further behind Alexa and Google Assistant in the voice assistant wars?

Apple claims the San Diego team will merge with the larger AI division in Austin, but terminations are still expected. Does Apple think it can trim some fat in this area without impacting Siri’s subpar capabilities? That seems unlikely.

More broadly, this hints at struggles within Apple’s AI division. If Siri is indeed a strategic priority, why shutter an entire team working to improve it? Cost cutting may be one motivator, but it’s risky when competitors like Amazon and Google are pouring resources into their assistants.

In the end, while the motives behind this move remain unclear, it feels like a step backward when Apple should be aggressively pushing Siri forward. With each passing year, the gap between Siri and the competition grows larger. This latest AI team shutdown certainly won’t help close that gap anytime soon.

So what do you think? Is Apple giving up on Siri, or just restructuring? How will this impact Siri’s abilities versus Alexa and Google Assistant? Follow us @gizmoweek, let me know your thoughts in the comments!

Latest

Nothing Phone (2a) Will be Powered by MediaTek’s Dimensity 7200 Pro chipset

Y'all have to give it up to Carl Pei...

Bluetooth Broadcastin’ Bud: Samsung Amps Up Auracast Support

Samsung is taking their audio experiences up a notch...

Apple Shuffles Leadership for Audio Products: What Does It Mean for the Future of AirPods and Other Audio Devices?

Report from Mark Gurman, Apple has made significant changes...

Huawei Makes Waves with Fresh Hardware Splash, eKitStor Xtreme M.2 SSDs speeds up to 7400MB/s

Just when you thought the data wars were cooling...

Newsletter

Don't miss

Nothing Phone (2a) Will be Powered by MediaTek’s Dimensity 7200 Pro chipset

Y'all have to give it up to Carl Pei...

Bluetooth Broadcastin’ Bud: Samsung Amps Up Auracast Support

Samsung is taking their audio experiences up a notch...

Apple Shuffles Leadership for Audio Products: What Does It Mean for the Future of AirPods and Other Audio Devices?

Report from Mark Gurman, Apple has made significant changes...

Huawei Makes Waves with Fresh Hardware Splash, eKitStor Xtreme M.2 SSDs speeds up to 7400MB/s

Just when you thought the data wars were cooling...

Apple Vision Pro Headset: Apple Fans Hit Return on Their Pricey Mixed Reality Vision

Let's be crystal clear upfront - the Vision Pro...
Max Hyland
Max Hyland
Long form contributor Apple iPhone, iPad, watch reviews, opinion, editorial

Nothing Phone (2a) Will be Powered by MediaTek’s Dimensity 7200 Pro chipset

Y'all have to give it up to Carl Pei and his crew at Nothing – they really know how to stir up excitement, even...

Bluetooth Broadcastin’ Bud: Samsung Amps Up Auracast Support

Samsung is taking their audio experiences up a notch with expanded Auracast capabilities, Samsung announced that their upcoming Galaxy S23, Z Fold5, Z Flip5...

Apple Shuffles Leadership for Audio Products: What Does It Mean for the Future of AirPods and Other Audio Devices?

Report from Mark Gurman, Apple has made significant changes to the leadership team responsible for audio products such as AirPods, Macs, and other devices....