Apple strengthens its AI division and enters a new phase Apfelpatient

Apple is at a juncture where external expectations outweigh internal stability. With the change at the top of its AI division, the company is aiming for a fresh start. The new head, Amar Subramanya, takes the helm at a time when AI has become a decisive competitive factor, and Apple risks falling permanently behind. The course it takes will determine how Apple modernizes its systems, products, and development processes, and whether the company finally establishes a strong presence in the AI sector.

With the announced resignation of John Giannandrea, an era at Apple comes to an end, one marked by ambitious ideas but also missed opportunities. Amar Subramanya now takes his place, having previously served for less than six months as Corporate Vice President of AI in Microsoft's newly formed AI division. Before that, he spent 16 years at Google, starting as a Staff Research Scientist, rising to Principal Engineer, and becoming Vice President of Engineering in 2019. His name appears in important publications such as Gemini in December 2023 and Imagen 3 in August 2024.

The industry is watching this change closely. Subramanya brings experience in leading large teams through upheaval and catching up. Apple expects not only technical expertise but also a clear leader who can realign a struggling team and restore trust.

Apple's new AI chief and the parallels to Google's crisis

Interestingly, a few years ago Google found itself in a situation similar to Apple's current one. Despite the groundbreaking development of the Transformer architecture, the "T" in GPT, Google missed the launch opportunity after the release of ChatGPT. For a company that had shaped many of the foundations of modern AI, this was an unexpected setback.

Over time, however, Google made significant strides. Models like Gemini are now considered direct competitors to OpenAI. Sam Altman, CEO of OpenAI, spoke of tough times and potential economic difficulties after the release of the latest Gemini version. This statement illustrates that Google has not only caught up but has also significantly narrowed the gap.

Google's path was not straightforward. Bard was initially positioned as the future of its AI, but later became an interim step that gave way to a comprehensive course correction. Three years after the launch of ChatGPT, Google managed to change its strategy mid-operation. Subramanya, as Vice President of Engineering, was closely involved in this process and thus part of a success that surprised many observers.

What Apple expects internally

At Apple, Subramanya encounters a team that has been under immense pressure in recent months. The AI department is understaffed, morale is low, and the pressure is high. Many talented individuals have left the company, some for competitors, others out of frustration with a lack of strategic clarity.

The new AI chief will need to quickly recruit reinforcements if Apple doesn't want to fall further behind. His previous network could play a role here, especially if former colleagues from Google become interesting to Apple again. Because if Apple is truly considering using Gemini technologies or their ideas as the basis for a revamped Siri, experienced experts in this field will be invaluable.

External expectations and internal responsibility

Subramanya carries a great deal of responsibility, but not everything is in his hands. Marketing and product management determine how new AI features are ultimately communicated and sold. His task is to create the technological foundation that Apple urgently needs in the coming years.

Striking a balance is challenging. Rapid results are needed to demonstrate the value of the leadership change. At the same time, this haste must not lead to Apple once again developing short-term solutions that later stifle further development. In some areas, a fresh start means redesigning work from the ground up.

The long-term perspective

Alongside the rapid rebuilding, the long-term vision is paramount. In recent years, Apple has reduced itself to a role where it seems to be merely trying to catch up with the competition. But that was never its ambition and cannot be its future.

A modern AI strategy requires an environment that closely links research and product-oriented application. Giannandrea aimed to create precisely that before ChatGPT disrupted the industry and put Apple on the defensive. His work is often underestimated, even though it laid many foundations. Nevertheless, his tenure remains for many an example of how quickly a company can lose ground in the AI field.

For Subramanya, this means: The current damage must be repaired, but that's not enough. The coming years will determine whether Apple creates structures that enable sustained innovation. AI will never be finished or slow down. Every decision made now will have repercussions for decades.

Apple plans to integrate Gemini into Siri

New leadership and a decisive turning point for Apple

Apple is facing a complex new beginning. Amar Subramanya is taking on a role that demands technical expertise, strategic thinking, and organizational strength. His experience from Google's catch-up efforts and working on major models like Gemini and Imagen 3 gives Apple the chance to make up for lost time. The next steps will determine whether Apple can once again assert itself in the AI race or whether the gap to the leading companies continues to widen. The new AI chief is therefore not only responsible for current technology but is also laying the foundation for the role Apple will play in the AI age. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those for HomeKit. (Image: Apple)