For years, Apple and Google have been direct competitors on multiple fronts, particularly in the mobile operating system arena (iOS vs. Android). This rivalry has also extended to consumers, many of whom have become almost like fans (or even hooligans) of both brands.
This is why this new alliance is so significant.
According to a joint announcement, Apple has decided to integrate Google’s AI technology into its future foundational models, known as the Apple Foundation Models. This collaboration will enable Siri and other Apple Intelligence functionalities to benefit from advances in artificial intelligence developed by Google, specifically through its Gemini model. As explained in the statement:
“Apple and Google have begun a multi-year collaboration in which the next generation of Apple’s Foundational Models will be built upon Google’s Gemini models and cloud technology. These models will power future Apple Intelligence features, including a more personalized Siri that will be available later this year.
After a thorough evaluation, Apple determined that Google’s artificial intelligence technology provides the strongest foundation for Apple’s Foundational Models and is excited about the new and innovative experiences it will offer Apple users. Apple Intelligence will continue to operate on Apple devices and within Private Cloud Compute, while continuing to uphold Apple’s industry-leading privacy standards.”
Although Apple and Google have collaborated in the past, this large-scale alliance in artificial intelligence demonstrates an evolution in their business relationship.
For years, Apple has remained committed to its philosophy of in-house development, cultivating the image that it did not mind arriving “late,” as long as it did so with a superior product. However, in the competitive world of generative artificial intelligence, the company led by Tim Cook has chosen to adopt a more pragmatic approach. Rather than relying exclusively on its own developments (and risking the investment of vast sums of money in a highly uncertain field), Apple has opted to integrate Google’s already proven technology.
The joint statement from both companies highlights that Apple carefully evaluated Google’s technology and concluded that the Gemini models offer the most robust foundation for future developments in Apple Intelligence. Although the collaboration involves technology sharing, Apple has made it clear that it will continue to maintain control over user data privacy and security.
One of the most prominent areas of this alliance is the future of Siri, Apple’s virtual assistant. Siri, which has faced criticism for years due to its limited ability to understand the context of user requests, will undergo a significant upgrade. What kind of upgrade? It is expected that Siri 2.0, powered by the Gemini models, will be able to more accurately understand users’ personal context, interact across applications, and possess screen awareness, allowing Siri to recognize what the user is viewing on their device and to respond accordingly.
Apple has been adamant regarding the protection of user privacy. Although Google will be the technology provider, it is anticipated that Apple will ensure that personal data will not be accessible to Google nor used to train other models. In fact, data processing, whenever possible, will remain local on the device by utilizing its Private Cloud Compute infrastructure, which is designed specifically to ensure privacy.
Following the announcement, Alphabet, Google’s parent company, saw a sharp rise in its stock market value, solidifying its position as the world’s second most valuable company, behind only NVIDIA. Nevertheless, the alliance has not been without its critics. Some, such as Elon Musk, have expressed concerns regarding Google’s dominance within the mobile ecosystem, pointing out that this agreement could further consolidate its power both in Android and in iPhone devices.
Let us recall that Google is currently facing multiple legal proceedings in the United States and the European Union, where it has been accused of monopolistic practices in different business areas. This has resulted in various penalties and the threat of fragmentation of its operations, which has not yet occurred. Some of these cases have also brought Apple into media headlines. For instance, documents disclosed as part of an antitrust lawsuit by the United States Department of Justice (DOJ) show that Google paid Apple approximately $20 billion in 2022 in order to keep its search engine as the default in Safari and other locations.
Image: Gemini
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