Apple Partners with Google to Power AI Upgrade for Siri
Apple has announced a multi-year partnership with Google to enhance several of its services, including a more personalised version of its voice assistant, Siri. Under the agreement, Apple will integrate Google’s Gemini artificial intelligence models into its ecosystem to drive upcoming AI-powered features.
In a joint statement, both companies said the collaboration would deliver “innovative new experiences” for Apple users. While specific details of the deal remain undisclosed, the move signals a major shift in Apple’s long-standing strategy of developing its core technologies in-house.
Industry analysts say the decision highlights Apple’s cautious approach to artificial intelligence compared to rivals. Francisco Jeronimo, an analyst at IDC, described the move as “pragmatic” but telling.
“By relying on Google for foundational AI technology, Apple is effectively acknowledging that its internal systems cannot yet match Gemini’s scale and capabilities,” he said. “Historically, Apple preferred to own every layer of its technology stack, which gave it a competitive edge.”
Despite this, experts believe consumers will welcome the upgrade. Smartphone competitors such as Google and Samsung have aggressively rolled out AI features, increasing pressure on Apple to respond. Paolo Pescatore, a technology analyst, said Apple’s recent earnings suggest AI has not yet become a primary driver of iPhone purchases, but expects that to change.
“As AI-powered tools become more mainstream, consumer demand will grow,” he noted.
This is not Apple’s first partnership in the AI space. In June 2024, the company announced a deal with OpenAI, bringing ChatGPT into its suite of generative tools under the Apple Intelligence platform.
According to Apple and Google, the new Gemini-powered features will still operate within Apple’s Private Cloud Compute system. They emphasised that user privacy standards would remain intact.
“Apple Intelligence will continue to run on Apple devices and in our private cloud environment, maintaining industry-leading privacy protections,” the companies said.
Regulatory concerns loom
While financial terms were not disclosed, past agreements between Apple and Google have been worth billions of dollars. This has raised concerns among regulators, particularly given Google’s ongoing legal battles over market dominance.
In August 2024, a US judge ruled that Google had operated an illegal monopoly in online search. Court filings revealed the company paid more than $26 billion in 2021 to partners, including Apple, to remain the default search engine on iPhones.
Jeronimo warned the latest deal could attract regulatory scrutiny. “For users, this may not raise alarms, but for regulators, it’s likely a red flag,” he said.
Competition authorities in the UK and EU have previously expressed concerns over major tech partnerships. The UK’s Competition and Markets Authority (CMA) designated both Apple and Google as having “strategic market status” in October, citing their dominance in the mobile ecosystem.
The designation allows the regulator to impose changes on companies it believes hold excessive market power, increasing the likelihood of closer oversight of the partnership.
