Apple Gets 'Siri'ous, Hires Former Google Exec To Lead AI Marketing: Report

• Rincon is reportedly being hired as the VP of product marketing for AI at Apple, expected to report to the company’s senior VP of worldwide product marketing, Greg Joswiak. 
• Prior to Google, Rincon held roles at Microsoft and Skype.
• The latest hiring comes amid Apple’s efforts to overhaul Siri, with reports suggesting the company is planning to pivot the virtual assistant into a chatbot.

Apple Inc. (AAPL) is putting its best foot forward with virtual assistant Siri, reportedly hiring a former Google executive to lead its artificial intelligence product marketing.

According to a report from Axios, Apple said on Friday that it has hired Lilian Rincon, most recently the VP of product for Alphabet Inc.’s (GOOG, GOOGL) Google Shopping.

The latest hiring comes amid Apple’s efforts to overhaul Siri, with reports suggesting the company is planning to pivot the virtual assistant into a chatbot. A revamp of Siri is integral to the company’s AI strategy as it races to compete with other peers.

Rincon’s Experience

Rincon is reportedly being hired as the VP of product marketing for AI at Apple, expected to report to the company’s senior VP of worldwide product marketing, Greg Joswiak.

At Google, Rincon led the global product organization for Google Shopping experiences, including overseeing AI use in shopping. As per her LinkedIn profile, Rincon worked with generative AI to build features and work on user experience.

Last week, Rincon announced her departure from Google on LinkedIn, saying, “I’m deeply grateful for the opportunity to work with some of the most talented people in the world and to help build products that impact billions. From helping build Google Assistant from zero to one to reimagining the future of shopping in the age of AI, it has truly been one of the great privileges of my career.”

Prior to Google, Rincon held roles at Microsoft and Skype.

Apple’s Siri Push

Apple’s move to transform Siri into a chatbot-style AI platform with improved contextual understanding, multi-step conversations, and ability to interact with apps and on-screen content is a move aimed at strengthening the company’s position within the AI ecosystem.

Apple is also reportedly exploring integrating Siri with third-party AI services including Google’s Gemini and Anthropic’s Claude, to give users more flexibility, while also improving its position as an AI platform.

However, upgrades to Siri have reportedly faced issues during testing, delaying release of some updates. While previews are expected at Worldwide Developers Conference 2026, the full rollout is likely with iOS 27.

Meanwhile, shares of AAPL have declined about 8% so far in 2026.

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