Apple is set to incorporate Google’s artificial intelligence (AI) technology into its devices. The more personalized Siri, which previously sparked user lawsuits, will now operate on Google’s Gemini platform.
All eyes are on Apple, long considered an AI underperformer, to see how this Google partnership might transform the tech giant’s capabilities.
Apple and Google Forge New AI Alliance: iPhone’s Siri to be Powered by Gemini AI
On Monday, Apple announced a multi-year partnership with Google to develop next-generation AI foundation models using Gemini and cloud technology, following careful evaluation.
The collaboration aims to integrate Google’s AI technology into Apple devices and private cloud computing environments. While the deal’s financial terms remain undisclosed, industry insiders estimate the annual cost at around 1 billion USD.
Apple has been working on its own AI technology, but progress has been sluggish until recently.
Notably, the company faced embarrassment when its promised more personalized Siri, unveiled at Worldwide Developers Conference (WWDC) 2024, failed to deliver, resulting in consumer lawsuits worldwide.
Internal turmoil has also plagued Apple’s AI efforts. John Giannandrea, who led AI and machine learning development, stepped down last year, taking responsibility for the slow progress. Other key AI talents, including Robby Walker, who headed the Answers, Knowledge, and Information (AKI) team for Siri development, have also left the company.
Apple Expected to Improve AI Features, Including More Personalized Siri, in March iOS 26.4 update
To compensate for its AI shortcomings, Apple has been incorporating external technologies, such as integrating OpenAI’s ChatGPT into its AI services.
Speculation had arisen that Apple might partner with OpenAI or Anthropic, or even acquire Perplexity to boost its AI capabilities.
The company ultimately chose to collaborate with Google. The enhanced Siri feature is slated for release in March with iOS 26.4. Siri will be integrated with Google’s Gemini large language model, enabling it to understand screen context and engage in more natural conversations.
Samsung Electronics, Touting Galaxy AI in Partnership with Google, Now Faces a Significant Threat
Samsung Electronics is likely to be the most impacted by this Apple-Google alliance.
Samsung Electronics has been leveraging its Google collaboration to promote Galaxy AI as a key selling point, especially while Apple lagged in AI development.
However, since most of Galaxy smartphones’ AI features aren’t developed in-house, Samsung’s reliance on Google’s strategy has been seen as a potential weakness.
This vulnerability has become apparent as Chinese manufacturers like Xiaomi, Oppo, and Vivo have partnered with Google to incorporate Gemini AI features, and now Apple, Samsung Electronics’ biggest rival, has also joined forces with Google on AI.
In response, Samsung Electronics plans to significantly upgrade its AI voice assistant, Bixby, by integrating it with other generative AI technologies like Perplexity in the upcoming One UI 8.5 release. This move aims to maintain the distinctiveness of the Galaxy AI ecosystem.