- Apple aims to close the technology gap between Siri and rival assistants.
- By deploying Gemini’s powerful model, Apple is expected to improve Siri’s understanding and functionality, though integration as a chatbot and Google’s AI-powered search will remain outside Apple’s ecosystem.
Apple is close to finalising a deal to use a cutting-edge artificial intelligence model from Google parent Alphabet to enhance its Siri voice assistant.
The agreement, reportedly valued at about $1 billion annually, will give Apple access to Google’s 1.2 trillion-parameter Gemini AI model, marking a significant step as Apple aims to close the technology gap between Siri and rival assistants.
Sources told Bloomberg the deal will act as a stopgap, enabling Apple to roll out more advanced Siri features while the company works on developing its own sophisticated AI systems. The proposed partnership follows a recent internal review and evaluation of Google’s AI capabilities.
Siri’s reinvention
Historically, Siri has lagged competitors like Amazon’s Alexa and Google Assistant, particularly in managing complex, multi-step requests and integrating with third-party applications.
By deploying Gemini’s powerful model, Apple is expected to improve Siri’s understanding and functionality, though integration as a chatbot and Google’s AI-powered search will remain outside Apple’s ecosystem, analysts noted.
The agreement comes amid broader industry moves to rapidly embed advanced AI into consumer devices. Google integrated Gemini into its assistant in 2024, while Amazon has been rolling out an AI-driven overhaul of Alexa this year. Apple, meanwhile, acknowledged in March that new AI features for Siri would be delayed until 2026, citing unspecified challenges.
To address these setbacks, Apple recently altered its executive structure, placing Mike Rockwell in charge of Siri after CEO Tim Cook lost confidence in AI chief John Giannandrea’s execution.