Apple Confirms Google Gemini Will Power Apple Intelligence

Siri Adds a New “Brain”

Apple has confirmed a multi-year partnership with Google that places Gemini at the center of its AI plans. Under the agreement, Gemini models and Google Cloud Infrastructure will support Apple Foundation Models, laying the groundwork for a redesigned Siri and a broader rollout of Apple Intelligence features later this year. The announcement follows months of scrutiny around Apple’s delayed Siri upgrade and its cautious public approach to artificial intelligence.

Apple has stated that Apple Intelligence will continue to run on the device and through its Private Cloud Compute system, with Gemini providing the intelligence layer behind the scenes. As a result, Siri is positioned to move beyond basic commands and into a more capable experience that could influence how hundreds of millions of users search for and evaluate information – including information about local law firms.

What the Apple and Google Partnership Actually Includes

At the center of the agreement is Apple’s decision to base future Apple Foundation Models on technology from Google. That includes access to Gemini models and Google’s cloud infrastructure, which will handle large-scale AI processing that Apple has not traditionally built. These components will support upcoming Apple Intelligence features, including a more capable version of Siri expected later this year.

Apple has emphasized that this partnership does not replace its own systems. Apple Intelligence will continue to operate on the device and through Private Cloud Compute, with Apple retaining control over user data and privacy standards. The Gemini models serve as a foundation layer, rather than a consumer-facing product, allowing Apple to enhance AI performance without compromising the full experience. This structure enables Apple to access advanced AI capabilities while preserving the ecosystem and safeguards it has built over time.

How a Smarter Siri Changes User Behavior at Scale

With Gemini models supporting its responses, Siri is positioned to handle more natural questions, follow up requests, and context driven conversations. Instead of directing users back to traditional search results, Siri can speak in any language to give answers, summaries, and recommendations inside the Apple ecosystem. This changes how users interact with information across iPhone, iPad, and Mac without ever opening a browser.

As Siri becomes a bigger entry point for search, the way content is discovered and trusted begins to change. Users may rely less on manually searching and more on their device’s assistant. With hundreds of millions of active Apple users worldwide, even incremental improvements to Siri’s capabilities can influence search behavior at a scale few platforms can match.

Source: Market Data

What This Means for Legal Search

Searches conducted via Siri will increase upon the release of the new, Gemini-fed version. The competition to be cited in this new search method will also drastically increase. Content that is authoritative and aligned with user intent is more likely to be mentioned in the updated Siri.

For law firms, this reinforces the importance of building visibility in both traditional and AI search. AI systems evaluate credibility and relevance across multiple signals, including how information is structured and referenced across the web. As Apple Intelligence rolls out, firms will be better positioned to sign new clients who search for legal help with Siri.

Helping Lawyers Get Cases from Siri

Local businesses, including law firms, are increasingly investing in SEO for both AI and traditional search. Rankings continue to matter, but they now work alongside a new playbook of best practices that help AI understand and cite reliable information.

TSEG Lawgic™ helps law firms strengthen visibility across this full spectrum of AI technologies. By combining decades of strong search performance with world-class AI tools in digital marketing, we position firms to get cases from traditional search and AI chatbots. As Google expands into Apple’s ecosystem, our partnered law firms will be prepared to reach users wherever they search. See how your law firm can get cases from AI search with TSEG.