It was the kind of announcement that makes you do a double-take: Apple, the titan of tech, partnering with Google, a company it has battled for supremacy for over a decade. The news was so unexpected, so seemingly out of character, that it sent ripples of speculation across Silicon Valley. What could have prompted such a seismic shift?
Apple is betting big on artificial intelligence, and its strategy involves an unexpected ally. The tech giant has officially tapped Google’s Gemini to power the upcoming AI-driven Siri revamp, set to launch later this year.
“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,” the companies shared in a joint statement. The collaboration aims to fuel future Apple Intelligence features, with a focus on creating a more personalized Siri experience.
But there’s a catch: While Google provides the AI muscle, Apple’s AI features will operate on Private Cloud Compute, Apple’s secure, cloud-based system.
Back in September, Bloomberg reported Apple’s interest in a custom Gemini model, potentially costing around $1 billion (€930 million) annually. Apple also weighed options from OpenAI and Anthropic. The project, dubbed “World Knowledge Answers,” aims to enhance search on Apple devices, summarize web content, and potentially integrate with Safari and Spotlight.
Thanks to the news, Google has now become the fourth company to hit $4 trillion market value.
Google has clearly established itself as a major player in the AI arena. The company’s Gemini model received significant praise, with some hailing it as superior to OpenAI’s ChatGPT. Not content with challenging OpenAI in chatbots, Google is also competing with Nvidia in AI chips through its tensor processing units.
Apple has struggled to make similar waves in artificial intelligence. The unveiling of Apple Intelligence, including the AI-enhanced Siri, was met with anticipation, but the initial 2025 launch window for “LLM Siri” proved overly optimistic. The delay reportedly triggered internal strife, executive reshuffles, and even a lawsuit alleging false advertising.
Why did Apple choose Google over other AI models? One reason might be that the partnership accelerates Apple’s catch-up efforts, and shores up some earlier setbacks.
The LLM Siri delay prompted CEO Tim Cook to acknowledge Apple’s lag in the AI race, leading to a complete R&D overhaul.
“Apple must do this. Apple will do this. This is sort of ours to grab,” Cook told employees, calling the AI revolution “as big or bigger” than the internet.
Craig Federighi, Apple’s SVP of Software Engineering, assured that LLM Siri was receiving “a much bigger upgrade than we envisioned.” It’s the equivalent of swapping out a go-kart engine for a jet turbine.
Apple’s future hinges on the success of LLM Siri. Its performance will be the yardstick by which Apple’s AI ambitions are measured. This collaborative effort with Google could be just the catalyst Apple needs. Apple has entrusted its AI ambitions to Google, and this is not simply a partnership; it’s a high-stakes gamble in a rapidly evolving tech landscape.
Can this unexpected alliance truly propel Apple to the forefront of the AI revolution, or is it merely a temporary fix for a deeper strategic problem?