iPhones are selling very well, and Apple continues to shine financially, with results that many tech giants would envy.
But when it comes to AI innovation, Apple seems to be dragging its feet. Tim Cook, its CEO, recently admitted as much in an interview with a major US media outlet, while discussing the progress of Apple Intelligence. And it’s precisely around Siri, the iconic voice assistant, that the big moves are taking shape.
Siri plugged into other AI models
After months of internal hesitation, Apple has made a radical decision for Siri’s “brain.” Rather than betting everything on its own still-nascent developments, the company is opting for a hybrid approach.
Rumors had already leaked: Apple’s teams took a close look at OpenAI and Google technologies. The verdict is in: Gemini, Google’s powerful model, will be partially integrated into the assistant.
Picture the scenario: you ask Siri something on your iPhone or your Mac. Depending on what you need—a complex search, creative text generation, or a quick analysis—the assistant smartly routes you to the best tool available. ChatGPT? Gemini? Maybe even another one.
And to personalize the experience, configuration options should appear in iOS settings, letting you choose the default “engine,” or set one by task type.
Apple with GPT, Gemini, Claude: A good idea?
This shift makes Apple a true orchestrator of external AIs.
In the end, it’s a win for users: no more compromises—you get the best of each solution without juggling apps. ChatGPT has already been in place for several months, making voice interactions smoother. Sundar Pichai, Google’s CEO, had even teased its arrival last year.
And the rumors are getting louder: Anthropic with its Claude model, and Perplexity, could soon join the party.
But behind this clever strategy lies a more nuanced reality for Apple. By turning into an aggregation platform, iOS becomes a crossroads where third-party AIs take center stage. Convenient, yes—but it also highlights a glaring delay: Apple Intelligence, promised as an in-house revolution, is struggling to take off.
Instead of dominating the field, Apple is playing the savvy middleman. Is it an admission of weakness, or a pragmatic stroke of genius?
In an ecosystem where OpenAI, Google, and others innovate at breakneck speed, Apple is betting on integration to stay in the race. Siri, once a pioneer, is being reborn as a universal hub. Will this openness pay off in the long run, or will it further mask internal shortcomings? Share your thoughts in the comments!
Source: Bloomberg
