Yes, Apple is acknowledging that Google's Gemini will be powering Siri and that is a big deal, but are they going to be acknowledging it in the product or is this just an acknowledgment to investors?
Apple doesn't hide where many of their components come from, but that doesn't mean that those brands are credited in the product. There's no "fab by TSMC" or "camera sensors by Sony" or "display by Samsung" on an iPhone box.
It's possible that Apple will credit Gemini within the UI, but that isn't contained in the article or video. If Apple uses a Gemini-based model anonymously, it would be easy to switch away from it in the future - just as Apple had used both Samsung and TSMC fabs, or how Apple has used both Samsung and Japan Display. Heck, we know that Apple has bought cloud services from AWS and Google, but we don't have "iCloud by AWS and GCP."
Yes, this is a more public announcement than Apple's display and camera part suppliers, but those aren't really hidden. Apple's dealings with Qualcomm have been extremely public. Apple's use of TSMC is extremely public. To me, this is Apple saying "hey CNBC/investors, we've settled on using Gemini to get next-gen Siri happening so you all can feel safe that we aren't rudderless on next-gen Siri."
Apple's brand is so dominant that even if they say Siri is "powered by Google", most users will still perceive it as an Apple service. The only way that changes is if Apple consistently and prominently surfaces the Google name on Siri — which seems unlikely (but who knows when the stakes are so high).
They will do everything possible to avoid that and so re-brand is the only likely outcome.
But it's a whole lot easier to switch from Gemini to Claude or Gemini to a hypothetical good proprietary LLM if it's white label instead of "iOS with Gemini"
Google wanted to shove ads in it. Apple refused and to switch.
Their hand was forced by that refusal.
It'll absolutely be interesting to see if "Google" or "Gemini" appear anywhere in the new Siri UI.
Apple explicitly acknowledged that they were using OpenAI’s GPT models before this, and now they’re quite easily switching to Google’s Gemini
Surely research money is not the problem. Can't be lack of competence either, I think.
First, they touted features that no one actually built and then fired their AI figurehead “leader” who had no coherent execution plan—also, there appears to have been territorial squabbling going on, about who would build what.
How on earth did Apple Senior Management allow this to unravel? Too much focus on Services, yet ignoring their absolute failures with Siri and the bullshit that was Apple Intelligence, when AI spending is in the trillions?
Apple is competent at timing when to step into a market and I would guess they are waiting for AI to evolve beyond being considered untrustworthy slop.
Google AI can make mistakes
