Apple is reportedly in talks with Google to integrate advanced AI technology into a new version of Siri, signaling a significant shift in Apple’s approach to artificial intelligence. The collaboration aims to bring Siri up to par with AI offerings from competitors like OpenAI, Perplexity, and Google itself.
Apple has faced criticism in recent years for falling behind in the AI race, particularly for failing to significantly upgrade Siri, which has remained largely unchanged compared to newer AI-powered assistants.
Evaluating In-House vs. Google AI
Sources suggest that Apple is still evaluating whether its own large language model (LLM) is capable enough to power the upgraded Siri. However, a recent report indicates that Apple and Google have already reached a formal agreement allowing Google to test its AI model — likely the Gemini model — on Apple devices.
If the partnership proceeds, it could result in a deeply integrated AI assistant that combines powerful search capabilities with advanced contextual awareness.
What to Expect: Smarter Search and Personalization
The upcoming Siri upgrade is expected to offer a richer search experience, incorporating text, images, videos, local points of interest, and AI-powered summaries. Additionally, the AI assistant may leverage users’ personal data — securely and with consent — to enhance personalization and enable seamless voice-based navigation across the Apple ecosystem.
Apple’s broader vision appears to be turning Siri and its operating system into a central hub for information discovery, mirroring how users currently interact with ChatGPT or Google Search.
Market Reaction and Legal Context
Apple shares jumped to a session high on Wednesday following the news of the potential partnership, reflecting growing investor confidence in Apple’s AI ambitions.
This development follows a recent U.S. court ruling that permits Apple to continue using Google as the default search engine on its devices, with only minor adjustments. That agreement has been a major revenue source, reportedly generating around $20 billion annually.
Shifts in User Behavior
In a candid remark, a senior Apple executive acknowledged:
“We’ve seen a drop in Google usage on Apple devices — something we haven’t seen in the last 20 years. This may be due to emerging alternatives in AI and search technology.”
The comment reflects the growing influence of AI-native platforms and the urgency for Apple to reclaim leadership in the evolving search and assistant space.