Pressure mounts as Apple prepares AI search push with Google ties
Reports point to Apple planning its own AI search tool while leaning on Google for voice assistant support.
Apple’s struggles in the AI race have been hard to miss. Its Apple Intelligence launch was disappointing, and its reliance on ChatGPT appeared to be a concession to rivals.
Bloomberg’s Mark Gurman now reports that Apple plans to introduce its AI-powered web search tool in spring 2026. The move would position it against OpenAI and Perplexity, while renewing pressure on Google.
The speculation comes after news that Google may integrate its Gemini AI into Apple devices. During an antitrust trial in April, Google CEO Sundar Pichai confirmed plans to roll out updates later this year.
According to Gurman, Apple and Google finalised an agreement for Apple to test a Google-developed AI model to boost its voice assistant. The partnership reflects Apple’s mixed strategy of dependence and rivalry with Google.
With a strong record for accurate Apple forecasts, Gurman suggests the company hopes the move will narrow its competitive gap. Whether it can outpace Google, especially given Pixel’s strong AI features, remains an open question.
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