Apple Is Asking Its Biggest Competitor for Some Help With AI

It's been nearly two years since Apple announced a more intelligent Siri, and yet, we're still waiting to get our hands on it. Aside from being able to answer a few questions about Apple products or shunt your questions off to ChatGPT for you, the voice assistant is essentially still the same it was before Apple Intelligence launched for other Apple features in iOS 18.1. Now, the iPhone maker seems to be throwing in the towel on developing an AI-enabled Siri entirely on its own, and is asking Google for help. I can't imagine Tim Cook is too happy about that, but on the flip side, that does mean an AI Siri might finally come out, and soon.

In a statement to CNBC's Jim Cramer, Apple admitted that it is now planning to use Google Gemini to power its AI-infused Siri, rather than purely in-house models. The company said that, "After careful evaluation, we determined that Google's technology provides the most capable foundation for Apple Foundation Models and we're excited about the innovative new experiences it will unlock for our users."

Previously, Apple had promised that its AI Siri would be able to do tasks on your behalf, like send a drafted email, or would be able to answer questions using context pulled from your phone, like surfacing a friend's address using information pulled from a text thread. Reportedly, however, implementing these features during testing kept breaking more traditional Siri features, like setting alarms and reminders, which has kept sending Apple back to the drawing board. The new, Gemini-powered voice assistant for Android faced similar issues at first, but based on my hands-on time with the company's latest phones, those growing pains seem to have subsided, so it makes sense that Google would be the first company Apple would turn to while looking for outside help.

Apple hasn't said too much more about the deal for now, but Google itself did step in to offer Apple users a bit more clarity, plus some reassurance about their data.

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In a statement on X, the company assured Apple users that "Apple Intelligence will continue to run on Apple devices and Private Cloud Compute, while maintaining Apple's industry-leading privacy standards." That's the same deal Apple has with OpenAI right now, which allows its users to ask ChatGPT questions without the AI being able to train on them or keep a log of their requests. It essentially means Google won't get any data from your AI-powered Siri. Google's statement also confirmed a detail from CNBC's initial article, stating that its agreement with Apple will be a multi-year deal.

Perhaps most exciting is that Google said the AI-powered Siri will come out "this year," mirroring a statement an Apple spokesperson gave to Daring Fireball last March, admitting that an AI-enabled Siri was taking longer than anticipated and saying the company hoped to launch it in 2026. That's welcome relief to anyone who thought Apple had given up on the project.

A more concrete timeline is still unknown, although Bloomberg's Mark Gurman, a reputable reporter with inside sources at Apple, has previously said to expect the AI Siri upgrade to launch in the spring. Personally, I could also see the company holding the launch until its annual WWDC event, which tends to happen in June.

Despite Apple and Google's public feud as the makers of iOS and Android, respectively, this wouldn't mark the two companies' first time working together, especially in the mobile space. Previously, it was uncovered that Google and Apple have a lucrative deal to make Google the default search engine in Safari, which caused a lengthy legal battle that ultimately allowed the companies to maintain their deal, but barred exclusivity contracts. Part of the reasoning behind the AI Siri delay might be that the companies wanted to work together on AI before, but were holding off on it out of an abundance of caution. However, according to the courts, Google will also be able to make deals with outside distributors for "preloading and placement" of its GenAI products going forward, which seemingly puts both companies in the clear.