Apple to Deploy Custom Google Gemini Model for Apple Intelligence
Apple seems to be leaning on a custom-built version of Google’s Gemini model for what it’s calling “Apple Intelligence.” After a string of hiccups that left its AI plans looking a bit shaky, the iPhone maker pulled the plug on some new Siri features that were supposed to be AI-driven. In June, Bloomberg said Apple’s execs were chewing over options from OpenAI and Anthropic before, according to the same source, settling on a deal with Google. By tweaking Gemini, Apple probably hopes to mesh the model tighter with its own hardware and services while still using a proven large-language engine. At the same time, the move hints at pressure from rivals that have already rolled out generative-AI tools, so the company looks like it’s trying to catch up.
*Apple has been scrambling to get back on track after the company delayed the rollout of new AI-powered features inside Siri. In June, Bloomberg reported that Apple had weighed using models from OpenAI or Anthropic to power the new Siri before reportedly settling on a partnership with Google. This ag*
Apple has been scrambling to get back on track after the company delayed the rollout of new AI-powered features inside Siri. In June, Bloomberg reported that Apple had weighed using models from OpenAI or Anthropic to power the new Siri before reportedly settling on a partnership with Google. This agreement is separate from plans to integrate Gemini's chatbot features into Siri, similar to what it already does with ChatGPT, according to Bloomberg.
Last week, Apple CEO Tim Cook told investors that the new Siri is set to arrive next spring, while also leaving the door open for more third-party AI integrations with Apple Intelligence. Though Apple is reportedly moving forward on a deal with Google, Bloomberg says Apple will continue developing its own AI technology that it could use to eventually replace Gemini.
Apple’s move to license Google’s Gemini model looks like a pretty big pivot in how it’s handling AI. The deal - roughly $1 billion a year for a custom-tuned version - is meant to give Siri new tricks, from summarizing long texts to helping users plan things. That price tag is hefty, especially after a series of delayed AI-powered updates left Siri trailing rivals.
Bloomberg says Apple shopped around at OpenAI and Anthropic before landing on Google, which reads more like a practical choice than a bold vision. Still, we don’t really know how a Gemini-backed engine will feel in everyday use; Apple hasn’t released any test results. The annual fee also raises the question of whether paying an outside provider makes sense when Apple is still building its own models.
If the integration works, Siri could finally catch up, but it’s hard to say if the promised upgrades will scale as advertised. In the end, Apple’s scramble highlights how fierce the AI-assistant race has become, and the real test will be in the execution, not just the headline partnership.
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Common Questions Answered
Why is Apple licensing a custom version of Google Gemini for Apple Intelligence?
Apple chose to license a bespoke Gemini model to quickly add advanced AI capabilities to Siri after delays with its own AI roadmap. The partnership provides features like summary generation and planning assistance, helping Apple catch up with competitors.
How much does Apple’s agreement with Google for the Gemini model cost?
The licensing deal is reported to cost roughly $1 billion per year. This substantial investment reflects Apple’s commitment to revitalize its AI offerings despite the high expense.
What alternatives did Apple consider before partnering with Google for its AI features?
According to Bloomberg, Apple evaluated models from OpenAI and Anthropic as possible power sources for new Siri capabilities. Ultimately, the company settled on a partnership with Google, separating the Gemini integration from other chatbot plans.
What new functionalities are expected to be added to Siri through Apple Intelligence?
Apple Intelligence aims to introduce summary generation and planning assistance within Siri. These enhancements are intended to provide more context-aware and proactive user experiences.