Apple recently took a less telling step. There is no big event. There is no big announcement. Employment.
Apple hired Google executive Lilian Rincon, who previously worked on AI products at the tech giant. This comes after the Cupertino-based giant partnered with Google Gemini AI to develop its digital assistant, Siri.
It sounds weird. Apple and Google. Working together? That's not exactly Apple's historical playbook.
But, apparently, it makes sense.
AI has been a runaway train for the past year. Microsoft, Google, startups, etc., are all moving at an extraordinary speed. Apple, not so much. Not “not at all,” just “not much.” Some would argue that it is “not enough.”
Additionally, there are reports that Apple is working on an AI-enabled, autonomous version of Siri that could compete with products like ChatGPT.
If you've ever tried to use Siri for anything other than setting a timer, you understand. People are looking for effective digital assistants. They don't want assistants who stop during the sentence.
So, hiring a Google executive? Yes, that makes sense. This means Apple admits it needs to step up its game.
Some industry watchers think this is a good idea. Others are not so sure. There is an ongoing debate about whether Apple should use third-party AI technology or continue to build its own AI stack in-house.
However, Apple rarely moves quickly. The company is waiting. It looks. Then it jumps when it feels the time is right.
But the time may be now. Lawmakers in the US are already threatening to limit the creation of AI data centers through energy use.
So, no, this isn't just about making Siri better. This is a very big thing.
Finally, the hiring of this officer feels like a cool moment. Apple is finally taking AI seriously. Not just as a “thing” but as a potential tent for its future.
And when Apple decides to get serious about something… well, you know how that goes.
