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Apple has signed a multi-year deal to use Google’s Gemini to power its foundation models. The former says Gemini offers the strongest capabilities and will enable new experiences for its users.
What’s on the table: under the deal, the AI models will power upcoming Apple Intelligence features, providing a more personalised version of Siri.
Why this matters: the partnership addresses a long-standing concern for Apple. The company has taken a relatively conservative approach to AI integration, but this deal marks a clear shift, bringing Apple closer in line with rivals such as Microsoft and Amazon on AI adoption.
Worth noting: Apple already works with OpenAI to bring ChatGPT into Siri and Apple Intelligence for more complex queries. Apple says this setup will continue for now, but it hasn’t explained how ChatGPT and Gemini will coexist in the long run.
Zoom out: this broader shift explains why Apple’s partnership makes strategic sense. As telecom and tech companies increasingly rely on AI leaders rather than building everything in-house as seen in deals like Samsung with OpenAI and Vodafone bundling Google’s Gemini.
By leveraging Gemini’s capabilities, Apple can strengthen Siri and Apple Intelligence without years of in-house development, helping it stay competitive while focusing on its core ecosystem and user experience.
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