Google and Apple are one of the top rivals in the tech industry. In the past, both companies have fired shot at each other through their software, smartphones or ecosystems. However, there’s one department in which Google is absolutely dominating Apple. Well, I’m talking about AI here. Apple’s AI effort has been a flop all this while. The company’s latest iPhone come with some sprinkle of AI features, but they are nowhere when it comes to Gemini.
Apple & Google partner to bring Gemini-powered Siri and more in the upcoming iPhones
Apple once had some plans to revamp Siri with AI, but those never took shape. As a result, users are still awaiting a long due Siri AI overhaul. Well, it seems that might finally happen. Longtime smartphone rivals Apple and Google have come together to bring the former’s AI goals back to life.
In a historic joint announcement made earlier today, both companies noted:
Apple and Google have entered into a multi-year collaboration under which the next generation of Apple Foundation Models will be based on Google’s Gemini models and cloud technology. These models will help power future Apple Intelligence features, including a more personalized Siri coming this year. After careful evaluation, Apple determined that Google’s AI technology provides the most capable foundation for Apple Foundation Models and is excited about the innovative new experiences it will unlock for Apple users. Apple Intelligence will continue to run on Apple devices and Private Cloud Compute, while maintaining Apple’s industry-leading privacy standards.
Apart from the statement above, there are no further details available about this partnership. However, reports from last year have hinted that Google was among the names Apple is considering partnering for making its AI dream a reality. In addition, rumors suggest that Apple might be pouring around $1 billion for access to Google’s AI technology.
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Apple has the option to tap other AI providers in the future
More importantly, the Google and Apple AI deal is not exclusive. In other words, Apple isn’t looking to stay tied with Google for a long time, as the non-exclusive nature of the agreement will allow the Cupertino giant to tap other AI providers in the future. As you may know, Apple’s AI journey has faced multiple hurdles in the past. As a result, Siri, in particular, has lagged behind rivals like ChatGPT and Gemini, despite Apple quietly building strong foundational models. Back in 2024, the company even announced Apple Intelligence, its own version of Gemini, that was promised to be integrated photos, notifications, and system-level features, all while keeping privacy front and center.
Apple rolled out some of the features, but since they were not as significant as Gemini or other AI assistants in the market, Apple faced a massive backlash. Seeing that it is going nowhere with its AI goals, let alone AI overhaul of Siri, the company made multiple changes within departments to make sure Siri’s AI overhaul was on track. Now that Google says Gemini will power Siri, it’ll be interesting to see whether the partnership has worked for Apple or not.
Apple, meanwhile, confirms that much of Apple’s AI processing happens on-device or through controlled infrastructure. Moreover, Apple says those standards will remain intact through its partnership with Google. All that said, I expect that that the AI-powered Siri revamp will roll out by the end of this year, at a time when the iPhone 18 series is launched.
