Apple announces a multi-year Google AI collaboration to enhance Siri and services, boosting personalised experiences while maintaining privacy standards

Apple Inc. and Google on Monday announced a multi-year collaboration that will see Apple integrate Google’s Gemini AI models to enhance services, including a more personalised version of Siri.

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The announcement was made in a joint statement by both firms, highlighting plans to deliver innovative experiences for Apple users.

Experts say the partnership signals a shift in Apple’s traditionally cautious approach to AI. IDC analyst Francisco Jeronimo noted that outsourcing foundational AI technology to Google “effectively admits that Apple’s internal efforts could not match Google’s Gemini in capability and scale in the short term.”

Despite the departure from Apple’s historical strategy of controlling every layer of its technology, analysts expect consumers will welcome the deal.

Tech analyst Paolo Pescatore highlighted that demand for AI features among iPhone users is growing as competitors such as Samsung and Google integrate AI into their devices.

Apple and Google emphasised that Apple Intelligence, the company’s suite of generative AI tools, will continue to operate on Apple devices and its Private Cloud Compute system, ensuring adherence to Apple’s privacy standards.

The collaboration builds on Apple’s previous partnership with OpenAI in June 2024, which integrated ChatGPT into Apple’s AI ecosystem.

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The partnership will underpin Apple’s efforts to strengthen Siri and other services, offering more responsive, context-aware experiences while maintaining the company’s commitment to data security.