Several top Apple employees held a meeting - without Tim Cook - centered around the company's AI strategy in early 2025. At the time, the company's rivals were rapidly advancing, and the executives were concerned about how much trouble the company was in if real changes weren't made immediately. The meeting's aim was to formulate a recommendation to Cook about how the company should respond. The team decided that fresh leadership was necessary and recommended that Cook give Siri to Mike Rockwell, the creator of the Vision Pro headset, who was passionate about AI and had long argued that Apple needed to take it more seriously.