An unexpected, potentially historic, collaboration may be brewing between two of the world’s largest tech companies. According to Bloomberg, Apple is in advanced talks to integrate Google’s Gemini artificial intelligence model to power a major upgrade of its long-running but recently criticized voice assistant, Siri. This rumored partnership isn’t the first between the two companies, but it may be a much-needed strategic move for Apple to catch up with the likes of Perplexity, OpenAI, and Google in the field of artificial intelligence.
For years, Siri has lagged behind competitors like Google Assistant and Amazon Alexa in its ability to handle complex, open-ended questions. Therefore, this partnership will enable Siri to leverage Gemini’s large language model to provide richer, more conversational, and contextually aware answers. While Apple currently uses its own Apple Foundation Models for personal and privacy-sensitive requests, this partnership will allow Siri to route more complex questions requiring answers from web information to a version of Google Gemini. Gemini will reportedly run on Apple’s private cloud computing servers to maintain a high level of privacy. Cupertino had previously held talks with other AI companies, including OpenAI and Anthropic, but partnering with Google made strategic sense given their existing partnership. In fact, Apple and Google’s partnership dates back to the early days of the iPhone, when the device defaulted to integrating key Google services, including Google Search, Google Maps, and even the YouTube app. For years, Google Search was the default search engine in Apple’s Safari browser, a lucrative partnership reportedly generating billions of dollars in revenue for Apple annually.
Although the two companies became fierce competitors after Google launched Android, their strategic partnership has remained. Even as Apple develops its own competing services, such as Apple Maps, it still relies on Google to maintain its search dominance, a partnership recently affirmed by a significant court ruling.
Of course, another winner from this partnership is the end user. The launch of “Apple Intelligence” (the company’s take on Gemini), originally scheduled for 2025, has been delayed until sometime in 2026, meaning consumers are already impatient for Apple to take action.
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