Bio / Ergin Satir
From a small studio to AI/ML at global scale.
I'm Ergin Satir, a senior product leader at Apple, former founder, and hands-on builder based in Austin. Over 12+ years, I've built and led digital products across four countries.
I still approach the work the same way: get close to the problem, make something useful, and let evidence change the plan.
- Now
- AI/ML product leadership at Apple
- Experience
- 12+ years
- Perspective
- Four countries · Three continents
- Based
- Austin, Texas
My path / 2011–Now
Three chapters, one throughline.
Türkiye
Sosyal Medyatik
Founder · Digital studio
I founded and grew a small digital studio serving more than 10 brands. Working across product, technology, sales, and support taught me to see the whole system.
Türkiye · Serbia · Philippines
Philip Morris International
Digital, commerce, CRM & transformation
I spent seven years leading digital, data, CRM, commerce, and transformation work across three countries. I learned how products change with customer context, market needs, and operating realities.
Austin · Worldwide
Apple
AI/ML product leadership
After leading country growth and worldwide digital programs, I moved into AI/ML product work: translating fast-moving capabilities into useful experiences, clear decisions, and evidence that can scale.
How I work
The principles are simple.
- 01
Start with the problem.
Technology matters when it improves a real decision, experience, or outcome.
- 02
Build to learn.
A prototype should expose assumptions and invite reality to challenge the plan.
- 03
Earn scale.
Reliability, safeguards, ownership, and recovery have to grow with the product.
Outside the day job
Still building. Still learning.
I build independent experiments and write practical notes about AI product work. It keeps me close to the craft and gives me a place to learn in public.
Independent thinking only. No confidential employer information is shared.