Apple Hires Former Google Executive as it Retools Siri
Apple has brought in former Google executive Lilian Rincon to lead AI product marketing as it leans harder on outside technology to strengthen Siri.
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Apple has hired former Google executive Lilian Rincon as Vice-President of Product Marketing for artificial intelligence, a move that adds senior AI leadership as the company works to improve Siri.
Rincon, who spent nearly a decade at Google working on shopping and assistant products, will report to Apple Marketing Chief Greg Joswiak, Reuters reported.
The appointment comes as Apple pushes ahead with a broader AI reset.
In January, Apple and Google said they had entered a multi-year partnership under which the next generation of Apple Foundation Models would be built on Gemini models and Google cloud technology, helping power future Apple Intelligence features, including a more personalized Siri.
Apple is preparing to roll out a revamped version of Siri later this year.
The iPhone maker is also trying to preserve its privacy pitch as it expands AI features.
The company says Apple Intelligence relies on on-device processing where possible, with more complex requests handled through its Private Cloud Compute system.
Separately, Bloomberg reported Apple is planning to let Siri work with rival AI services beyond ChatGPT, potentially allowing third-party assistants such as Gemini or Claude to plug into Siri in a future update.
Apple has already confirmed that Siri can hand some requests to ChatGPT through Apple Intelligence, but broader third-party support remains unannounced.
According to Bloomberg, Apple is working on tools that would let AI chatbot apps downloaded from the App Store plug directly into Siri.
The company has faced growing scrutiny over its position in the AI race, particularly as rivals accelerate deployments of generative AI across products and platforms.
By bringing in experienced leadership, leaning on Google’s AI stack, and potentially opening its ecosystem to third-party models, Apple seems to be hedging its bets.
