Apple is further expanding its artificial intelligence strategy, specifically focusing on experienced executives. A key element of this strategy is the new appointment in product marketing. This move comes at a time when Apple is under pressure in the AI race and is preparing for important product launches.
In the AI market, success depends not only on technological development but also on how products are positioned and marketed. Apple has traditionally pursued a clearly structured approach of hardware and software integration. However, the company has recently faced criticism in the field of artificial intelligence. This makes a clear strategy that connects development, product management, and marketing all the more important.
New Leadership for Apple's AI Marketing
Apple has hired Lilian Rincon as its new Vice President of Product Marketing for Artificial Intelligence, according to a report by Axios.
Prior to joining Google, Rincon worked there, most recently as Vice President of Product for Google Shopping. She led the global product organization responsible for the shopping experience of end customers.
In addition, she previously worked as Director of Product Management within the Google Shopping department and also worked on projects related to the Google Assistant.
Rincon joined Google in 2017. Before that, she worked at Microsoft and Skype.
She now plays a central role at Apple:
- Responsibility for product marketing in the AI sector
- Responsibility for product management of all Apple AI platforms
- Reporting line directly to Apple's marketing chief Greg Joswiak
This makes it clear that Apple intends to specifically strengthen the integration of product strategy and marketing in the AI sector.
Apple lagging behind in Artificial Intelligence
Apple is currently considered one of the major technology companies that lags behind the competition in the field of AI.
The reasons for this are manifold:
- Important features within "Apple Intelligence" were not introduced in time.
- The operating systems iOS, macOS and iPadOS offer fewer AI features compared to Android and Windows.
- So far, proprietary chatbot solutions are hardly competitive.
While competitors have rapidly expanded their AI offerings, Apple is still catching up. This new personnel decision can be seen as part of a larger plan to close that gap.
iOS 27 brings a new generation of Siri
A key component of Apple's AI strategy is the further development of Siri. With iOS 27, Apple plans a comprehensively redesigned version of the voice assistant.
Several innovations are planned:
- A significantly more intelligent Siri
- Improved processing of context and queries
- Introduction of a fully functional chatbot version
This chatbot version is intended to directly compete with existing solutions such as Claude, Gemini and ChatGPT.
Apple already gave a first glimpse of this new Siri at the WWDC keynote in June 2024. With iOS 27, this vision is now set to be implemented.
WWDC 2026 as an important date
Further details about Apple's AI plans are expected at the Worldwide Developers Conference 2026. The event begins on Monday, June 8.
Apple is expected to provide a more detailed look at upcoming features there. These are likely to include:
- New AI features in operating systems
- Siri advancements
- Further strategic developments in the field of AI
WWDC is traditionally considered Apple's most important platform to introduce new technologies and software strategies.
Apple strengthens its AI offensive with external expertise
Apple is realigning its AI strategy, placing greater emphasis on experienced leadership in product marketing. With the appointment of Lilian Rincon, the company is specifically acquiring expertise from a direct competitor.
At the same time, Apple faces the challenge of catching up technologically. The planned innovations surrounding Siri and iOS 27 demonstrate that the company is actively addressing this gap. Crucially, Apple will need to know how quickly and convincingly it further develops and positions its AI platform in the market. (Image: Shutterstock / Primakov)
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