Apple is exploring a bold new direction for its voice assistant, Siri, with reports suggesting the company is in early talks to license Google’s Gemini artificial intelligence model. According to Bloomberg, the discussions centre around using Gemini as the foundation for a revamped Siri, expected to launch next year.
If the talks progress, the partnership would mark a dramatic step for Apple, which has long relied on its tightly controlled in-house technology but has struggled to keep pace with the breakneck evolution of generative AI.
Why Siri Needs a Reinvention
Siri was one of the first voice assistants to reach mainstream consumers, but in recent years it has lagged behind competitors such as Google Assistant, Amazon’s Alexa, and more recently, generative AI-powered tools like ChatGPT.
Apple had planned a major Siri upgrade earlier this year but postponed the release by 12 months due to engineering setbacks. That delay triggered a leadership reshuffle, placing Craig Federighi, Apple’s software chief, and Mike Rockwell, known for spearheading the Vision Pro project, in charge of the initiative.
For Apple, the stakes are high. Voice assistants are increasingly expected to handle more complex, context-aware conversations — something generative AI is uniquely suited for. Partnering with Google could give Siri an immediate leap forward, though it would also raise questions about Apple’s long-term independence in core technologies.
The “Bake-Off”: Linwood vs Glenwood
Bloomberg reports that Apple is currently running an internal “bake-off” between two competing versions of the upgraded Siri. One, code-named Linwood, relies on Apple’s own models, while the other, Glenwood, is powered by outside AI technology. Gemini is said to be one of the external candidates under consideration.
Apple is also reportedly in conversations with OpenAI and Anthropic, indicating that the company is casting a wide net before committing to a partner.
This dual-track strategy allows Apple to hedge its bets: if its internal models catch up in performance, it could stick to an in-house approach; if not, licensing a proven third-party model could save precious time in the AI race.
A Complicated Partnership
This wouldn’t be Apple and Google’s first high-stakes deal. Google already pays Apple billions each year to remain the default search engine on Safari, a partnership currently facing antitrust scrutiny in the United States. Adding Gemini to Siri would deepen that relationship, though it could also invite further regulatory attention.
For Google, winning a place inside Siri would be a massive validation of Gemini’s capabilities and extend its AI footprint into hundreds of millions of iPhones worldwide. For Apple, it would be a pragmatic admission that catching up in generative AI may require leaning on rivals.
Apple’s Next Big Decision
Apple is still weeks away from a final decision, and much remains uncertain. Choosing Gemini would accelerate Siri’s evolution but potentially weaken Apple’s image as a self-reliant innovator. Choosing to rely solely on Linwood would preserve control — but risks Siri remaining behind competitors for longer.
What’s clear is that Apple can no longer afford incremental updates. The rapid rise of AI-powered assistants has shifted user expectations, and Siri must evolve to stay relevant. Whether that evolution is powered by Apple’s own research or Google’s Gemini, the outcome will signal how Apple intends to compete in the generative AI era.
