Apple gave up and partnered with Google on AI.
A multiyear deal puts Google's Gemini models under the hood of Siri — Apple chose not to build everything alone.
Apple and Google announced a multiyear partnership integrating Google's Gemini models into Apple's foundation models to power Siri and Apple Intelligence. Apple — the company built on doing everything in-house — decided AI is the one thing it cannot build alone.
Users do not care who built the model underneath. They care whether the thing works when they ask it a question.
When the company most famous for vertical integration concedes it needs a partner, the complexity of AI has exceeded even Apple's ability to go it alone.
💡
SO WHAT?
Identify the one capability your audience expects that you cannot build alone — then partner, do not pretend. The credibility cost of a bad product is higher than the brand cost of a visible partnership.
Identify the one capability your audience expects that you cannot build alone — then partner, do not pretend. The credibility cost of a bad product is higher than the brand cost of a visible partnership.
Source: Fladgate / AI press