New Google partnership could change Siri forever: What does it mean for you?

For years, we've used Google for everything from translations with Google Translate to managing our communication in Gmail. But now, all signs point to Google playing an even bigger role in our digital lives – behind the scenes. Rumours have been swirling in tech circles, and sources close to the negotiations confirm that Apple is discussing a significant expansion of its partnership with Google. It's all about providing the server power for Siri.

A game changer for Siri?

Apple's personal assistant has long lagged behind competitors like ChatGPT and Amazon's Alexa, especially when it comes to advanced AI features. The reason is simple: running large language models requires enormous computing power. Apple's own servers can't keep up with the demand if Siri is to become as intelligent as the latest AI chatbots. So, they're looking towards Mountain View. This isn't the first time the two giants have collaborated – Google has long been the default search engine on Apple devices for a multi-billion dollar fee. But this is about something entirely different: cloud infrastructure.

Why Apple needs Google

Apple is known for its focus on privacy and its own ecosystems. Having to ask a competitor for help with core technology is a big step. But the need for speed and capacity weighs heavier. Google has invested heavily in so-called TPUs (Tensor Processing Units), which are specialised chips for machine learning. Their data centres are among the most efficient in the world. For Apple, this is about:

• Scalability: They can instantly access the necessary computing power without having to build new server farms themselves.
• Speed: They can implement new AI features for Siri much faster.
• Focus: They can concentrate on developing software and the user experience, while Google handles the hardware.

Google Cloud wins big

For Google, this is a massive win in the battle against Amazon Web Services and Microsoft Azure. Even though Google is one of the biggest players in search and advertising, their cloud business has trailed behind its two rivals. Being able to boast a customer like Apple – and for their most personal assistant, no less – sends a powerful signal to the market. It could pave the way for more large enterprise customers who have been sceptical of Google's cloud solutions so far. Remember, Google already has millions of users across services like Gmail and Google Translate, which already run on their infrastructure.

What does it mean for you?

For us ordinary users in Ireland, it could mean a Siri that suddenly understands context, can hold natural conversations and perform complex tasks – perhaps even integrating with Google Translate in the background when you ask for a translation. But there's also a concern: what about privacy? Apple promises end-to-end encryption and anonymisation of data, but when data leaves Apple's own servers and moves to Google, questions arise. I expect Apple will demand extremely strict contracts so that no data can be reused for Google's own purposes – but it will be a balancing act.

The Irish perspective: From Gmail to AI assistant

Ireland is a highly digitalised country, and we're heavy users of Google's services. Most of us have a Gmail account, use Google Translate for quick translations, and search on Google every day. A deeper integration between Apple and Google will therefore be felt directly in our daily lives. Just imagine how Siri could potentially draw on your Gmail to suggest replies or remind you of appointments – if you give permission. For Irish businesses already using Google Workspace, it could mean their employees get an even smarter assistant that ties company data together across platforms.

The future: AI in the cloud

This rumour is just another sign that the AI of the future won't just live on your device itself, but to a large extent in the cloud. Even Apple, otherwise known for doing everything itself, has to acknowledge that collaboration is necessary to keep up with developments. I expect we'll see official confirmation in the coming months, and that Siri will get a significant upgrade before long. Until then, we can be glad that Google and Apple – despite being competitors – are finding common ground when it comes to pushing technology forward. And surely we'll all benefit from a smarter assistant, whether we're Apple fans or not?