Don’t do it Apple. Oil and water don’t mix.
Apple is exploring the integration of Google’s Gemini AI to enhance Siri, aiming to introduce new features and improve its capabilities. This collaboration is expected to lead to a revamped Siri experience, potentially launching in 2026.
The move would be a stretch for Apple to catch up in the AI race, but also raises questions about privacy and Apple’s historical go-it-alone approach.
• Privacy and Brand Devaluation: A deeper partnership with Google, which relies on mining user data, could erode Apple’s brand identity built on protecting privacy. Outsourcing core AI functions to a rival may make Apple appear to be falling behind.
• The “Lose-Lose” Scenario: Without an outside partner, Apple risks slipping further in AI. With Google, it may get a slightly weaker version of Gemini customized for Apple systems, leaving customers confused and potentially switching to Android.
• Antitrust Concerns: A recent court ruling upheld much of Apple and Google’s existing search deal but limited exclusivity. Expanding into AI would raise additional antitrust scrutiny.
• A “Defeat” for Apple: Apple’s reputation rests on in-house innovation. Depending on a competitor for Siri or other AI services could be seen as conceding the AI race. Critics already call Apple’s AI strategy a “disaster,” pointing to slow adoption and a reactive stance that leaves it relying on rival technology.
Partnering with Google may solve Apple’s short-term AI gaps but they also risk undermining their brand, legal challenges, and signaling weakness in a space where innovation has always been its calling card.
