Apple Hires Google Executive to Lead AI Overhaul, Plans Siri Rebuild on Gemini
Apple has brought Lilian Rincon, a former Google executive who led Shopping and Assistant products, to head its AI product marketing. Rincon reports directly to Apple's marketing chief Greg Joswiak, signaling the company's commitment to a major shift in how it approaches artificial intelligence.
The hire coincides with Apple's internal development of a revamped Siri assistant, codenamed "Campos," built on Alphabet's Gemini AI model. The new version is designed to substantially improve Siri's conversational abilities and reasoning capabilities.
Product Development Changes Ahead
Apple plans to introduce an "Extensions" feature in iOS 27 that would let Siri connect with third-party AI assistants available through the App Store. This approach differs from Apple's traditional closed ecosystem, potentially opening Siri to a broader range of AI capabilities.
The company will detail these developments at its Worldwide Developers Conference on June 8-12, 2026. WWDC26 will serve as a key moment for product teams to assess how Apple is repositioning Siri and its broader AI strategy.
For product development professionals, understanding how Apple integrates Generative AI and LLM models into existing products offers practical lessons in modernizing legacy systems. Similarly, exploring AI for Product Development can help teams navigate similar transitions.
Financial Performance Supports Investment
Apple reported $143.8 billion in quarterly revenue, a 15.7% increase, with earnings per share of $2.84, beating analyst expectations of $2.67. The company maintains a net margin near 30%, providing substantial resources for AI development.
Analyst consensus rates Apple as a "Moderate Buy" with an average price target of $297.58. Wedbush analysts are more optimistic, setting a $350 target. Apple currently trades about 16% below the average analyst estimate, suggesting the market may not have fully accounted for the impact of its AI investments.
Institutional investor activity shows mixed signals. Affinity Capital Advisors increased its stake by 43.6% in the fourth quarter of 2025, while Marshall Financial Group and Tompkins Financial Corp reduced their holdings during the same period.
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