In a notable leadership shift, Apple has appointed Amar Subramanya as the new head of its artificial intelligence division. This decision follows the departure of John Giannandrea, who led AI initiatives at Apple since 2018 and will remain as an advisor until his full retirement in spring 2026. This reshuffle comes at a time when Apple is reevaluating its position in the increasingly competitive AI sector.
Amar Subramanya brings with him a remarkable resume, having worked at Microsoft and spending 16 years at Google, where he played a key role in engineering efforts for the Gemini Assistant. His deep familiarity with the practices and strategies of Apple’s competitors positions him as a strategic asset in helping Apple regain momentum in the global AI race. Subramanya will report directly to Craig Federighi, Apple’s head of software engineering, indicating the critical importance of AI within Apple’s broader ecosystem.
What Led to This Change?
Over the past few years, Apple has faced significant challenges in advancing its AI capabilities. The launch of “Apple Intelligence” in October 2024, marketed as a transformative step forward for Siri and other AI-driven products, drew criticism for underwhelming performance. Flaws in the generative AI system, including errors in public-facing features like news summaries, showcased concerning gaps in the company’s readiness to compete with tech giants like Microsoft, Google, and OpenAI.
Internally, operational inefficiencies created a challenging environment. A Bloomberg investigation earlier this year revealed tension between Apple’s AI and marketing teams, a lack of adequate investments in data centers for AI training, and morale issues within the AI division, where Giannandrea’s team was reportedly nicknamed “AI/MLess.” Limitations in talent retention only compounded the problem, with Apple AI researchers frequently pivoting to top-tier competitors.
Given this landscape, appointing Subramanya sends a strong signal that Apple is starting to regroup its resources to close the gaps in leadership, talent, and vision.
Strategic Implications for Apple’s AI Direction
Apple has long prided itself on its privacy-first AI processing model, where sensitive user data is processed directly on devices rather than on remote servers. While this approach aligns beautifully with Apple’s brand ethos, it significantly limits the company’s ability to scale AI systems trained on large, real-world datasets. Subramanya will need to walk a fine line, defending privacy while building competitive AI systems that excel in speed and personalization.
Notably, reports have indicated that Apple is considering integrating Google’s Gemini AI technology into Siri. This potential collaboration underscores how far Apple is willing to go to shore up its AI capabilities, even if it means borrowing technologies from its biggest competitors.
Competitors, meanwhile, are doubling down on their AI development investments. Microsoft’s partnership with OpenAI and Google’s release of increasingly sophisticated models showcase the pace at which the industry is accelerating. Apple will need to deploy its AI strategy thoughtfully but with urgency, making Subramanya’s appointment crucial.
What Entrepreneurs Can Learn From Apple’s Moves
For those running startups or scaling businesses, Apple’s leadership transition carries some pointed lessons:
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The Price of Late Adaptation – Falling behind competitors can lead to costly consequences in innovation-driven industries like AI. Enterprises need to continuously evaluate if they are investing adequately to remain competitive.
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Success Hinges on Talent – Apple’s struggles in retaining AI talent highlight how critical it is for entrepreneurs to foster engaged and inspired teams, offering incentives that go beyond monetary rewards, such as opportunities to lead and innovate.
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Collaborate if Necessary – Even companies with distinct competitive philosophies, such as Apple and Google, may need to collaborate to advance mutual goals. Entrepreneurs should keep an open mind about partnerships that could benefit long-term strategy, even if it requires flexibility in short-term goals.
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Transparency and Accountability – Apple’s missteps in its generative AI products led to public trust issues, reinforced by lawsuits from dissatisfied consumers. Maintaining transparency and accountability, particularly when launching new tech solutions, is non-negotiable in today’s market.
Pitfalls to Steer Clear Of
- Ignoring Market Dynamics: Don’t assume past brand loyalty guarantees future success. Apple’s misjudgment in lagging behind AI competitors cost it market share and credibility.
- Overreliance on Legacy Strategies: Businesses should be cautious about clinging to outdated methods or technologies if they impair growth prospects.
- Inadequate Feedback Loops: One of Apple’s biggest challenges has been its siloed approach to innovation, where internal feedback clashed with execution. Building mechanisms for candid feedback and cross-functional collaboration can make all the difference.
Looking Ahead
For startups and business owners, Apple’s next moves in AI should be closely watched. The company grapples not only with improving Siri and rolling out high-functionality products but also with maintaining its identity as a privacy-first organization. Amar Subramanya’s leadership will likely steer Apple toward refining its infrastructure, advancing its models, and integrating more user-facing AI solutions.
This development is also a reminder that there’s no singular right way to innovate. Apple’s experience shows that even the most respected companies can stumble but can use leadership shifts to embark on new strategies built around execution and adaptability. Whether or not Apple can rise to meet its challenges, Subramanya’s appointment represents a pivotal chapter in its AI journey.
Engaging leadership, risk-taking innovation, and a user-centric philosophy, those are steps every entrepreneur can take as they navigate their own challenges. Start analyzing these shifts early, and you might uncover opportunities to create value within the next evolution of AI-driven solutions.
FAQ
1. Who has Apple appointed as its new AI chief?
Amar Subramanya, a former Microsoft executive and Google veteran, has been appointed as Apple's new AI chief, succeeding John Giannandrea. Learn more about Amar Subramanya
2. What is the professional background of Amar Subramanya?
Amar Subramanya worked at Microsoft and spent 16 years at Google, where he led engineering for the Gemini Assistant. His extensive experience makes him a strategic asset for Apple’s AI initiatives. Discover Amar Subramanya's expertise
3. Why is Apple undergoing this leadership change in AI?
Apple has been struggling with AI failures, such as the underwhelming launch of "Apple Intelligence," operational inefficiencies, and talent retention issues. This leadership change is aimed at addressing these challenges. Learn about Apple’s AI struggles
4. Who will Amar Subramanya report to at Apple?
Amar Subramanya will report directly to Craig Federighi, Apple’s head of software engineering, reflecting the crucial role of AI within Apple’s ecosystem. Read about Amar’s role in leadership
5. What is Apple’s privacy-first approach in AI development?
Apple processes sensitive user data on devices instead of remote servers to maintain privacy, limiting AI model scalability. Explore Apple’s privacy approach
6. Why did Apple’s "Apple Intelligence" launch face criticism?
The launch faced backlash for delivering flawed generative AI outputs, like inaccurate news summaries, eroding public trust and inviting lawsuits from dissatisfied users. Learn about Apple Intelligence's criticism
7. Is Apple collaborating with Google for AI development?
Reports suggest that Apple is considering using Google’s Gemini AI technology in Siri, signaling a strategic shift to compete in the AI race. Discover the Google-Apple collaboration
8. What caused internal dysfunction in Apple’s AI division?
Tensions between AI and marketing teams, budget mismanagement, and low morale, compounded by frequent departures of top AI talent, hampered progress. Dive into Apple’s internal issues
9. What strategic lessons can entrepreneurs learn from Apple’s AI challenges?
Entrepreneurs can learn from Apple to adapt quickly to industry changes, prioritize talent retention, and collaborate when necessary to stay competitive. Learn from Apple’s lessons
10. What are the future challenges for Apple in AI under Amar Subramanya?
Amar Subramanya will need to balance Apple’s privacy-first philosophy while creating competitive AI solutions and regaining ground in the AI race. Explore Subramanya's challenges
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.