Can a Former Google Executive Save Apple’s AI Strategy?

FomoAnxiety

2026-03-27 21:03:32

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Apple (AAPL) has hired a former executive from Google parent company Alphabet (GOOGL) to lead its artificial intelligence (AI) product marketing.

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The iPhone maker has appointed Lilian Rincon as Vice-President of Product Marketing for Artificial Intelligence. Rincon will report to the company’s marketing chief Greg Joswiak, said Apple. Rincon previously worked at Alphabet for nearly a decade, where she oversaw the company’s shopping and assistant products.

The appointment of Rincon comes as Apple prepares to release ramp-up its AI features and products this year. Apple is expected to release a new version of its Siri virtual assistant that is powered by Alphabet’s Gemini AI model. There are also reports that Apple will make its Siri assistant available to other companies.

Apple’s AI Push

Apple has faced a barrage of criticisms in recent years for not having a more robust AI strategy, and for failing to integrate AI more broadly into its consumer electronic products that include the iPhone, iPad and Apple Watch. A revamped AI-enabled Siri digital assistant has been delayed several times in recent years.

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