Apple's AI Strategy Shift: Partnerships, Departures, and Security Concerns

Apple is reportedly discussing with Alphabet to integrate Google's Gemini AI model into Siri, marking a shift from its focus on privacy and in-house development. Despite internal disruptions, Apple is investing heavily in AI and has a Moderate Buy consensus rating with 5% upside potential. The company is also addressing a zero-click vulnerability to maintain user privacy and security.

Apple Inc. is reportedly in early discussions with Alphabet Inc. to integrate Google's Gemini AI model into Siri, marking a strategic shift from its traditional focus on privacy and in-house development. This move comes as Apple seeks to enhance Siri's capabilities and address delays in its latest upgrade.

The iPhone maker has approached Google to explore building a custom AI model that could serve as the foundation for the new Siri, slated to debut next year. Google has begun training a model that could run on Apple’s servers, according to sources familiar with the matter [1]. This move is part of Apple’s broader strategy to catch up in generative AI, a field where the company has historically lagged.

Apple’s Siri has faced delays and setbacks, with the most recent upgrade scheduled for this past spring but postponed by a year due to engineering challenges. The project, initially overseen by AI chief John Giannandrea, is now led by software boss Craig Federighi and Vision Pro headset creator Mike Rockwell, who are considering external partnerships to address the delays [1].

Executives at Apple are weighing options, including using Google Gemini or sticking with internal models. The company is developing two versions of the new Siri: Linwood, powered by Apple's models, and Glenwood, which would run on outside technology [1]. This exploratory phase involves discussions with Anthropic and OpenAI as well, with Apple considering whether Claude or ChatGPT could serve as Siri’s new brain.

The potential partnership with Google Gemini is not the first time Apple has explored external AI solutions. Last year, Apple integrated ChatGPT as a fallback for Siri, addressing areas where the assistant traditionally underperformed [1]. However, the use of third-party models for Siri would represent a significant departure from Apple’s preference for maintaining ownership of AI features on consumer devices [1].

Google, too, is making strides in the AI space. It is rolling out Gemini for Home, a voice assistant that will replace Google Assistant for home consumer devices. The upgrade includes Gemini Live, which offers more advanced AI capabilities for tasks like cooking, troubleshooting, and planning [2]. This move underscores Google’s push to bring its most advanced AI technology into consumer products, directly competing with Amazon’s Alexa and Apple’s Siri.

Apple’s foray into using Google Gemini for Siri could indicate a broader trend in the tech industry, where companies are increasingly turning to third-party AI solutions to enhance their products. However, Apple remains cautious about the potential security and privacy implications of this approach, as it has historically prioritized maintaining control over the AI features on its devices.

Despite internal disruptions, Apple is investing heavily in AI and has a Moderate Buy consensus rating with 5% upside potential [3]. The company is also addressing a zero-click vulnerability to maintain user privacy and security.

References:
[1] https://www.bloomberg.com/news/articles/2025-08-22/apple-explores-using-google-gemini-ai-to-power-revamped-siri
[2] https://www.ainvest.com/news/apple-talks-google-gemini-ai-revamped-siri-2508/
[3] https://www.marketwatch.com/investing/stock/aapl