Archive — US — techcrunch
Google’s Gemini to power Apple’s AI features like Siri
Apple has partnered with Google to enhance AI features like Siri using Google's Gemini technology. This multi-year agreement is estimated to be worth around $1 billion and follows Apple's testing of competitors' technologies. Despite facing criticism over its AI capabilities, Apple will prioritize privacy in its AI rollout, while preparing for a significant Siri upgrade expected in spring 2025.
Key points
- Apple has officially partnered with Google to improve AI features, particularly Siri.
- The deal is estimated to be worth around $1 billion, though neither company has confirmed this.
- Apple evaluated several competitors, including OpenAI and Anthropic, before selecting Google.
- The partnership will utilize Google's Gemini models and cloud tech for future Apple foundational models.
- Apple maintains a focus on privacy in its AI, continuing to process data on-device or through controlled infrastructure.
- Public criticism of Siri's performance prompted Apple to accelerate its AI initiatives.
- An upgrade to Siri, focusing on personalization, is expected to launch in spring 2025.
- Google is currently involved in antitrust lawsuits, which highlight their financial relationship with Apple related to search default agreements.
Why it matters
- The partnership reflects a growing trend in the tech industry of major companies collaborating on AI advancements.
- Apple's focus on privacy in AI contrasts with competitors that often leverage user data more readily.
- The scrutiny of Google's default search agreements, including payments to Apple, underscores ongoing antitrust challenges in the tech sector.
- The anticipated Siri upgrade aligns with broader shifts in user expectations for AI-powered personal assistants.
This partnership marks a pivotal moment for Apple as it aims to revitalize Siri's capabilities while navigating privacy concerns and antitrust challenges, promising innovative AI experiences ahead.