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Apple and Google announce multi-year AI collaboration
Apple will integrate Google's Gemini AI models to enhance its services, including a more personalized version of Siri, as part of a new partnership between the two tech giants. The companies described the deal as a way to deliver "innovative new experiences" for Apple users.
Apple's shift in AI strategy
Analysts say the collaboration highlights Apple's cautious approach to developing its own AI tools, which has left it dependent on external partners. Francisco Jeronimo, an analyst at IDC, told the BBC that Apple's decision to rely on Google's technology signals its internal efforts fell short in competing with Gemini's capabilities and scale.
"Apple has historically preferred to control every layer of its technology," Jeronimo said. "This move represents a departure from that philosophy, though it may be a pragmatic step given the current landscape."
Consumer and regulatory reactions
While some experts believe the deal will be well-received by consumers eager for AI features, others note that AI was not a top priority for iPhone buyers, according to Apple's latest financial results. Paolo Pescatore, a tech analyst, suggested that demand for AI-powered services would grow over time as adoption increases.
The partnership could also draw scrutiny from regulators. Jeronimo warned that the deal might raise concerns among competition authorities, particularly given Google's history of paying billions to secure default status on Apple devices. In 2021 alone, Google paid over $26 billion to companies like Apple to make its search engine the default option on iPhones.
The UK's Competition and Markets Authority (CMA) has previously designated Apple and Google as having "strategic market status," allowing it to intervene if it believes either company holds excessive market power. The BBC has reached out to the CMA for comment.
Privacy and technical details
In a joint statement, Apple and Google confirmed that Apple Intelligence, Apple's suite of generative AI tools, would continue to operate within Apple's Private Cloud Compute system. The companies emphasized that the integration would maintain Apple's "industry-leading privacy standards."
"After careful evaluation, Apple determined that Google's AI technology provides the most capable foundation for Apple Foundation Models and is excited about the innovative new experiences it will unlock for Apple users."
Joint statement from Apple and Google
Few details about the financial terms of the deal have been disclosed, though previous agreements between the two companies have been valued in the billions.
Previous AI partnerships
This is not Apple's first collaboration with an AI firm. In June 2024, the company partnered with OpenAI to integrate ChatGPT into its Apple Intelligence suite, making the chatbot available to users as part of its generative AI tools.
