Sunday Reboot: Japan ads, AI assistance, and a nice retirement
By Malcolm Owen
Published on April 19, 2026.
Apple's advertising campaign in Japan has been successful, with three videos featuring 16 pieces of artwork created by 13 artists. The company also revealed that about 200 engineers working on Siri are being sent to a "coding bootcamp" to learn about AI-based tools. This move is seen as a step towards catching up with the rest of the AI industry and is expected to improve the speed of the Siri team. Despite this, Apple's CEO, John Giannand, and VP of Apple Fitness+, Jay Blahnik, were reportedly preparing to leave in July after allegedly creating a toxic mental health environment. Despite these setbacks, the future of Apple's advertising campaigns could be on the rise.
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