Published on: April 27, 2025 / update from: April 27, 2025 - Author: Konrad Wolfenstein
Apple's strategic realignment: restructuring of the robotics department signals priority shift-creative image: xpert.digital
Apple's plans 2025: Why the robotics will be in the hardware area in the future
Change of strategy at Apple: The importance of the new robotics structure
Apple plans an important organizational restructuring of its secret robotics team . In the future, this will no longer be under the direction of AI boss John Giannandrea, but will be subordinate to the hardware department under John Ternus. This change, which is to be implemented in April 2025, marks an important turning point in Apple's approach to forward -looking technologies and illustrates the strategic importance of robotics for the technology giants from Cupertino.
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Background of the restructuring
The decision to remove the Robotics team from Giannandreas is part of a major restructuring within the company. Just a few weeks ago, Apple Giannandrea was already responsible for Siri, after CEO Tim Cook apparently lost confidence in the skills of the former Google manager. The Siri department is now headed by Mike Rockwell, the developer of the Apple Vision Pro, who reports directly to software boss Craig Federighi.
The relocation of the robotics team is interpreted by Bloomberg as a further step in the “disempowerment” of Giannandreas. According to the report, Giannandrea's restructuring should give more time to concentrate on AI technology behind various projects, including machine learning and the general AI strategy of the company. However, internal sources indicate that the group may prepare for “a world without the AI manager”.
The delays in the introduction of the new version of Siri, which became a “PR disaster” for Apple, were apparently particularly problematic for Giannandrea's position. These problems contributed to the development of AI functions behind competitors such as Google, Openai and Perplexity.
The new structure under John Ternus
John Ternus, who, as Senior Vice President, leads hardware development for almost all Apple products, is considered a promising candidate for the successor of Tim Cook. The takeover of the robotics team further strengthens its position within the company.
Interestingly, Apple already exists another team that deals with robotics and smart home tasks. This is led by Matt Costello and Brian Lynch and is also subject to Ternus. With the restructuring, both teams will work together, which indicates strategic consolidation of robotics activities under a uniform leadership.
The operational management of the robotics project remains with Kevin Lynch, who had previously been instrumental in the development of the Apple Watch and also played a central role in the now hired Apple Auto project. Lynch thus has extensive experience in the management of complex technology projects.
Apple's secret robotics ambitions
Apple's robotics department works behind closed doors on several promising projects. The familiar developments include:
- A stationary table robot with the internal code name J595: This is a large, iPad-like display with a robot arm that can move the screen. Among other things, the device should be able to automatically track the user's face on video calls.
- A mobile robot that can follow users through their home: This is intended to perform simple tasks, perform calls and answer inquiries - similar to an iPad on wheels.
In addition, Apple's robotics team recently drew attention to itself with an unusual table lamp, the design of which is reminiscent of the Pixar mascot Luxo Jr. This can react to weather inquiries, adapt the lighting for iPhone photos, remind you of drinking water and even dance to music.
In the long term, Apple apparently pursues even more ambitious plans. According to Bloomberg, there are even concept drawings of humanoid robots internally, which could become reality in the next decade. These could help, for example, with household tasks such as washing the laundry.
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Strategic importance of robotics for Apple
The relocation of the robotics team to the hardware department signals that Apple Robotics do not primarily regard as an extension of AI efforts, but as an independent strategic business area. After the inglorious end of the electric carprojekect, which has been driven over more than ten years, apparently Apple is looking for his “next big thing”.
The focus on robotics could help Apple to gain a foothold in the competitive smart home market, where the company has so far led behind competitors such as Amazon and Google. While Apple has already pushed into a new segment with the Vision Pro, the robotics could represent further diversification in order to reduce dependency on the iPhone.
The integration of robotics technologies into Apple's hardware could lead to innovative products that the company take off from its competitors. In this decision, experts see a way for Apple to diversify its product range and to open up new market segments.
Robotics at Apple: A risky but promising advance
Despite the potential of robotics, Apple and the rest of the industry face considerable challenges. The robots currently available on the market are expensive, not particularly intelligent and only have limited skills. In addition, most consumers are not yet willing to use advanced robots in their households.
Meta has already had bad experiences with the Portal Plus - a table device similar from the description of the description of the description: The movable inpatient display was removed from the market in 2022. This shows the challenges in this segment.
The opinions about the robotics ambitions are divided within Apple. While some managers see robotics as a promising new area, others are skeptical, especially in view of the difficulties that the company had in the past with projects such as Apple Car and augmented reality glasses.
In order to bring sensible robot products onto the market, Apple will have to invest in more talents. The company has already taken steps in this direction and continues to hire engineers to implement further projects. Apple has also recruited top robotics experts from institutions such as Technion in Israel.
Apple and the robotics: How the tech giant could conquer the smart home market
The restructuring of the robotics department at Apple marks an important turning point in the strategic orientation of the company. The relocation of responsibility from the AI boss to the hardware department underlines the importance of the Apple of robotics as an independent business area.
The coming months will show how this restructuring will affect Apple's product development and market position. The announced market launch of the table robot for 2026 or 2027 specifies a time frame in which we can expect the first concrete results of this strategic realignment.
If Apple succeeds in overcoming the technical hurdles and developing convincing robot devices, the company could finally conquer the smart home market and establish a new product category. The confidentiality that the robotics team surrounds emphasizes the strategic importance of this area for Apple and indicates that the company wants to build significant competitive advantages here.
Ultimately, Apple's push into robotics shows that the company is ready to break new ground and to adapt flexibly to changed market conditions. Time will show whether this strategy works.
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