Apple has announced a multi-year collaboration with Google that will see several of its services, including a more personalised version of Siri, powered by Google’s Gemini artificial intelligence models.
In a joint statement, the two tech giants said the partnership would help unlock “innovative new experiences” for Apple users, as demand for AI-powered features continues to grow across smartphones and digital services.
Under the agreement, Apple will base parts of its AI technology stack on Google’s Gemini models, marking a notable shift from the company’s long-standing approach of building and controlling its core technologies in-house.
Industry experts say the move highlights Apple’s cautious and slower rollout of its own AI capabilities compared to rivals.
“By outsourcing the foundational layer of its AI to Google, Apple is effectively admitting that its internal efforts couldn’t compete with Google’s Gemini in terms of capability and scale in the short term,” said Francisco Jeronimo, an analyst at IDC.
Speaking to the BBC, Jeronimo described the partnership as “a significant and pragmatic strategy,” but noted that it represents a departure from Apple’s traditional model.
“Apple always preferred to own every layer of its technology, and that gave them an edge against competitors,” he said.
Despite this, analysts believe the deal will be welcomed by consumers, particularly as rival smartphone makers such as Google and Samsung continue to roll out advanced AI features.
Tech analyst Paolo Pescatore said Apple’s recent financial results suggest AI has not yet been the primary factor driving iPhone purchases. However, he added that this is likely to change.
“This will gradually change as AI-powered services gain adoption,” Pescatore told the BBC.
The partnership with Google is not Apple’s first major AI collaboration. In June 2024, the company announced a deal with OpenAI that integrated ChatGPT into its generative AI suite, Apple Intelligence.
In their joint statement on Monday, Apple and Google said Apple Intelligence would continue to operate within Apple’s Private Cloud Compute system, maintaining the company’s focus on privacy.
“After careful evaluation, Apple determined that Google’s AI technology provides the most capable foundation for Apple Foundation Models and is excited about the innovative new experiences it will unlock for Apple users,” the companies said.
They added that “Apple Intelligence will continue to run on Apple devices and Private Cloud Compute, while maintaining Apple’s industry-leading privacy standards.”
