The news: Apple tapped Google’s Gemini to power upgrades for its Siri voice assistant. The multiyear partnership will let Apple use Gemini and Google’s cloud tech for future foundational models, per CNBC.

“After careful evaluation, we determined that Google’s technology provides the most capable foundation for Apple Foundation Models, and we’re excited about the innovative new experiences it will unlock for our users,” Apple said.

Zooming out: Apple was reportedly struggling to develop in-house models capable of supporting AI-powered features for Siri, ultimately delaying the upgrade last March.

In November, news emerged that Apple could pay Google $1 billion annually to use a bespoke version of Gemini to power a next-gen Siri, per Bloomberg. This official partnership could indicate Apple is looking to leapfrog R&D by using outside models to keep up in the AI race.

Why it matters to marketers: With the addition of Gemini, search and discovery dynamics could shift and Apple’s walled garden may become more AI-driven—albeit still closed.

A Gemini-powered Siri could surface AI-generated answers, recommendations, and summaries directly within iOS, potentially reducing reliance on traditional search results and brands’ visibility in the consumer discovery journey.

While Apple is leaning on Google’s models, it’s likely to maintain tight control over data access and ad integrations, limiting short-term monetization opportunities for marketers.

Looking ahead: The deal—which adds a forecast 90.9 million US Siri users in 2026—effectively doubles Gemini's reach among voice assistants in the US.

Gemini will also get a leg up on ChatGPT with this integration, helping it boost its user base through the iPhone’s industry-dominating share of the smartphone market.

• OpenAI CEO Sam Altman issued a “code red” to employees in December to prioritize ChatGPT improvements in the face of growing competition from Google’s Gemini 3, among others.
• Between August and November, Gemini’s global website visits doubled while ChatGPT’s grew about 1%, per Sensor Tower data cited by The Information.

Recommendations for brands: As Siri becomes more capable, brands may need to rethink SEO, app content, and structured data to stay visible in AI-driven voice interactions.

To maximize opportunities in voice-led commerce, focus on indexable content that Siri’s engine can easily parse within user queries, and explore earned, shared, and owned (ESO) media placements to boost visibility.