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Apple nears $1B Google deal for custom Gemini model to power Siri(9to5mac.com)
61 points by jbredeche 17 hours ago | 38 comments
prossercj 15 hours ago | parent | next [-]

This is remarkable if you consider how much it must wound Apple's pride to make this deal with their main rival in the smartphone software space, especially after all the fuss they made about "Apple Intelligence". It's a tacit admission that Google is just better at this kind of thing.

blitzar 4 hours ago | parent | next [-]

> tacit admission that Google is just better at this kind of thing

Yet at the same time google have the worst offering of all the major players (all starting up out of thin air) in this space.

It doesnt really matter anyway, the LLM is a commodity piece of tech, the interface is what matters and apple should focus on making that rather than worry about scraping the entire internet for training data and spending a trillion on GPUs

lxgr an hour ago | parent [-]

> Yet at the same time google have the worst offering of all the major players (all starting up out of thin air) in this space.

Is that so? Gemini Models (including Nano Banana), in my experience, are very good, and are kneecapped only by Google’s patronizing guardrails. (They will regularly refuse all kinds of things that GPT and Claude don’t bat a weight at, and I can often talk them out of the refusal eventually, which makes no sense at all.)

That’s not something Apple necessarily has to replicate in their implementation (although if there’s one company I’d trust to go above and beyond on that, it’s Apple).

antipaul 10 hours ago | parent | prev | next [-]

I’m not sure. It could be a way to save a ton of money. Look at the investments non-Apple tech companies are making on data centers & compute.

Maybe paying Google a billion a year is still a lot cheaper?

Apple famously tries to focus on only a few things.

Still, they will continue working on their own LLM and plug it in when ready.

Edit: compare to another comment about Wang-units of currency

mgrandl 7 hours ago | parent [-]

Well they would still be running the google models in Apple DCs. I doubt this is a very cost efficient deal for them.

purplecats 13 hours ago | parent | prev | next [-]

> wound Apple's pride

do businesses really "think" in a personified manner as this? isnt it just what the accounting resolves to as the optimal path?

lxgr an hour ago | parent | next [-]

Despite decades of efforts to reduce individual accountability in corporations to zero, companies (as social groupings) definitely still have some sense of identity that shines through in decisions.

Andrex 11 hours ago | parent | prev [-]

The C-levels leading the companies might, and the tech CEOs in question have been at the helm for a long enough while to build up some emotional feelings.

NaomiLehman 2 hours ago | parent | prev | next [-]

As of its fiscal quarter ending September 2025 Apple had $35.93 billion in cash and cash equivalents.

nsonha 9 hours ago | parent | prev [-]

> that Google is just better at this kind of thing

That might be true but Siri sucks so bad it doesn't matter. It uses GPT but the quality is OSS models' level.

ml-anon 16 hours ago | parent | prev | next [-]

If true this is the deal of the century. Apple pay 1/14th of a Wang per year for a top tier model whereas Meta burn multiple Wangs a year in salary alone and get garbage.

zamadatix 10 hours ago | parent | next [-]

For those equally confused: Meta bought 49% of Scale AI for 14.3 billion, purportedly to largely bring Alexandr Wang on board.

thorncorona 14 hours ago | parent | prev [-]

When is this not true?

It is cheaper to buy GPUs than to develop the capabilities to develop GPUs.

cyrusradfar 13 hours ago | parent | prev | next [-]

Coincidentally, Google pays Apple over a billion dollars a year (est. at 1.5B) to be the default search in iOS. Could be re-titled.

Google closes their trade deficit to half a billion dollars per year.

wilsonnb3 11 hours ago | parent [-]

It’s actually much more than that, $20 billion per year

ddxv 14 hours ago | parent | prev | next [-]

Mind blowing they couldn't get this to work. It's struck me lately that the models don't seem to matter anymore, they're all equally good.

The UX and integration with regular phone features is what makes the tool shine and by now there should be plenty of open source models and know how to create their own.

What is Google offering that Apple can't figure out on their own?

Maybe people don't personal assitant AI enough to justify the investment? My phone has probably 6 or 7 AI tools that have talking features that I don't ever explore.

Tostino 12 hours ago | parent [-]

I don't know, Gemini 2.5 has been the only model that's been able to not consistently make fundamental mistakes with my project as I've been working with it over the last year. Claud 3.7, 4.0, and 4.5 are not nearly as good. I gave up on chatgpt a couple years ago so I have no idea how they perform. They were bad when I quit using it.

ddxv 11 hours ago | parent | next [-]

I use all of them about equally, and I don't really want to argue the point, as I've had this conversation with friends, and it really feels like it is becoming more about brand affiliation and preference. At the end of the day, they're random text generators and asking the same question with different seeds gives different results, and they're all mostly good.

diogenescynic 8 hours ago | parent | prev [-]

Do you find that Gemini results are slightly different when you ask the same question multiple times? I found it to have the least consistently reproducible results compared to others I was trying to use.

musicale 7 hours ago | parent | prev | next [-]

This isn't good news.

It means that Apple's huge, expensive AI team has basically failed.

And it presumably means that Apple is willing to accept Google's practices for ML model training and use.

bnchrch 14 hours ago | parent | prev | next [-]

Today I asked to my homepod:

> "Hey Siri, whens the next Formula 1 race in Montreal"

and she responds with the same infuriating answer I typically get

> "Hmm, I found some interesting results on the web, I can show them to you if you ask again from your iPhone"

I don't care what pride Apple has to swallow, or if they have to layoff 10,000 people.

I just want my device ecosystem to be able to do what its competitors have been able to do for a decade, or what Ive been able to build myself for the last 3 years. A working and useful voice assistant.

At this point Im convinced Tim Cook could sit at a terminal himself and ship a better version of what Apple has in an afternoon.

Workaccount2 14 hours ago | parent | prev | next [-]

The question is if Apple will buy TPUs to run it too.

$1B for the software and $1B for the hardware, every few years.

jerojero 14 hours ago | parent | prev | next [-]

I really hope Apple is working hard on improving on-device models for their use case so they can get out of this.

dzhiurgis 5 hours ago | parent | next [-]

On device models are already so good. It's so insane Siri doesn't just use them.

Or why HomePods don't get answers via iPhone.

iAMkenough 12 hours ago | parent | prev [-]

When I first read the headline, I thought they’d licensed a customized Gemma 3n for an on-device model.

diogenescynic 8 hours ago | parent | prev | next [-]

Why Gemini? Just because of the closeness between the two companies already or is there a technical reason? I like Gemini the least because each search results in slightly different hard to reproduce identically results... I find I like LibreChat the best and then just connect it to all the other LLMs like ChatGTP, Claude, Anthropic, etc. from there.

AndrewKemendo 12 hours ago | parent | prev | next [-]

Much like they are paying the leaders in other specialties instead of becoming eg. a assembly company (Foxconn) or a search company (Google Search) they are not going to try and be a leader in at least large language models.

Am I interpreting that correctly?

I can understand that to a degree but that means the future for Apple is as a technology integrator, not a fundamental technology company.

As I type that out I guess I’m realizing that has always been true.

zaphirplane 5 hours ago | parent [-]

Or cpu

lowlevel 6 hours ago | parent | prev | next [-]

... and has widely been regarded as a bad move.

ChrisArchitect 16 hours ago | parent | prev | next [-]

Source: https://www.bloomberg.com/news/articles/2025-11-05/apple-pla... (https://news.ycombinator.com/item?id=45826664)

pcdoodle 15 hours ago | parent | prev | next [-]

On device models please. My computer should work for me.

Noaidi 16 hours ago | parent | prev [-]

So now it does not matter what platform you choose for your smartphone, you cannot escape Google AI surveillance. Well you can shut it off on the iPhone I guess, but that means no more privacy focused Apple Intelligence.

Next to all the money they poured into Liquid glAss, this will be the worst investment Apple has ever made.

flounder3 16 hours ago | parent | next [-]

OP's 9to5mac article states:

  Also under the agreement, Google’s model will reportedly run on Apple’s own servers, which in practice means that no user data will be shared with Google. Instead, they won’t leave Apple’s Private Cloud Compute structure.
Bloomberg states:

  The model will run on Apple’s own Private Cloud Compute servers, ensuring that user data remains walled off from Google’s infrastructure.
nomel 16 hours ago | parent | prev | next [-]

This assumes they'll make the data available to Google. With all their secure "Private Cloud Compute" stuffs they advertised, there's a good chance it will not be shared.

whynotmakealt 13 hours ago | parent [-]

Giving credit where its due, I think the private cloud compute stuff of Apple is really interesting architecure wise. I think it included using ARM Cpu's with a special realm ability to prevent certain types of attacks to minimize the amount of trust if I remember correctly.

lern_too_spel 13 hours ago | parent | prev | next [-]

If iOS opened up the ability to implement your own assistant like VoiceInteractionService on Android, you wouldn't have to worry about it. On Android, if you don't like Google providing the service, you can switch to OpenAI, Alexa, or even your own service.

lawn 15 hours ago | parent | prev [-]

GrapheneOS.

pcdoodle 15 hours ago | parent [-]

patiently waiting to see which snap dragon will supported. Hopefully something smallish.