Apple in talks to use Google’s Gemini AI to power revamped Siri

Apple is in early discussions with Alphabet’s Google about using its Gemini artificial intelligence model to power a redesigned version of Siri, according to a Bloomberg report on Friday. The talks mark a potential shift in Apple’s strategy as it races to catch up with rivals in deploying generative AI across consumer products. Shares of Alphabet rose 3.7% on the news, while Apple’s stock climbed 1.6% in afternoon trading.

Apple reportedly approached Google about developing a custom version of Gemini for Siri, though no agreement has been finalized. The iPhone maker is said to be weeks away from deciding whether to proceed with its in-house Siri models or turn to an outside partner. Google declined to comment, and Apple did not respond to requests for comment.

If a deal materializes, it would represent a major collaboration between two of Silicon Valley’s biggest competitors. Apple has historically limited external reliance for core technologies but has increasingly come under pressure to improve Siri, which has lagged behind Amazon’s Alexa and Google Assistant in handling complex, multi-step tasks and third-party app integrations.

Apple has been working on a major Siri overhaul designed to allow voice-based device control and more personalized contextual actions. That upgrade, originally slated for spring 2024, was delayed by a year due to engineering setbacks.

The company has also held preliminary talks with other AI developers, including OpenAI and Anthropic, about integrating their models - ChatGPT and Claude - into future Apple products, Bloomberg previously reported.

While Google and Samsung have already shipped phones deeply integrated with generative AI features, Apple has moved more cautiously, with Siri widely seen as a weaker offering compared to competitors’ assistants. Partnering with Google could give Apple a faster path to catch up as it prepares for the next generation of iPhone and iOS updates.