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After a rocky start to rolling out its Apple Intelligence features, the iPhone maker now appears to have settled on a strategy for its \u201cmore personalised Siri\u201d.<\/p>\n
Bloomberg claims Apple\u2019s new Siri will \u201clean on\u201d a custom Google Gemini-based model<\/b> that will run on its Private Cloud Compute (PCC) platform. Although Gemini will power Siri behind the scenes, Bloomberg says Siri will not be packed with Google services or Gemini features. <\/p>\n
In essence, Gemini will allow Apple to deliver the \u201cmore natural, more contextually relevant, and more personal\u201d experiences<\/b> users expect \u2013 all within Apple\u2019s familiar interface.<\/p>\n
Apple reportedly chose Gemini after evaluating AI models from both Anthropic and Google. While Anthropic\u2019s model performed better, Google\u2019s offering made more financial sense. The companies\u2019 existing search deal, under which Google is estimated to pay Apple around US$20 billion annually to remain Safari\u2019s default search engine, is also believed to have influenced the decision.<\/p>\n
An AI partnership with Google could potentially boost Apple\u2019s revenue <\/b>and help Apple regain ground in the AI race<\/b>, following the recent departure of several senior AI executives to Meta.<\/p>\n
Apple has long been open about integrating with third-party AI models. For example, its Visual Intelligence feature currently works with ChatGPT. During the announcement of Apple Intelligence at WWDC 2024, Craig Federighi, Senior Vice President of Software Engineering, said the company plans to support additional AI models in the future. More recently, CEO Tim Cook reiterated during an earnings call that Apple intends to \u201cintegrate with more people over time.\u201d<\/p>\n
Source: Bloomberg via MacRumors, Daring Fireball<\/p>\n<\/div>\n