Apple’s next big move in AI may rely on an old rival. After a decade of dominating the smartphone era, the company now faces a market in flux as agentic AI aims to automate tasks and reduce reliance on traditional apps. In this new landscape, reports indicate Apple is exploring a deeper partnership with Google to supercharge Siri and search across its ecosystem.
Recent chatter suggests Apple has been internally testing a version of Siri powered by Google’s Gemini, with a bespoke model designed to run on Apple’s Private Cloud Compute infrastructure. If those trials bear fruit, the same technology could extend to Safari and Spotlight, letting iPhone users get direct answers to everyday questions without opening a traditional search engine. Think quick lookups on films, music, and public figures delivered instantly, in context, and without leaving Apple’s interface.
There’s also growing talk of an Apple-built AI search experience, developed with Google’s help. Internally dubbed World Knowledge Answers, this feature would let users ask open-ended questions and receive concise, AI-generated summaries sourced from the web—an attempt to counter offerings from OpenAI and Perplexity while keeping users inside Apple’s ecosystem.
On the investor side, a new note from UBS signals that expectations for an Apple–Google AI deal are building. While the firm doesn’t anticipate major Siri-related Apple Intelligence announcements until next spring—after a quiet WWDC this June—it does point to a notable cohort of investors who expect Apple to reveal a meaningful AI partnership, potentially with Google. In other words, the question may be when, not if.
Meanwhile, Apple’s “Awe Dropping” event is slated for Tuesday, with four new iPhones widely expected, including a slim Air variant alongside other hardware refreshes. UBS is cautious on the sales impact of the rumored iPhone 17 Air, arguing that a thinner design alone is unlikely to materially shift purchasing decisions or meaningfully boost iPhone unit forecasts for the September and December quarters.
The bigger story, then, could be software and services. If Apple delivers a privacy-minded AI stack—Siri powered by a tailored Gemini model on Private Cloud Compute, instant answers in Safari and Spotlight, and a capable World Knowledge Answers tool—the company could redefine how iPhone users find information and get things done. For Apple, the strategic bet is clear: make AI assistance feel native, fast, and secure, and keep users squarely within the Apple experience—even as the definition of a “smartphone” evolves.
