Apple’s Siri AI isn’t very smart. That’s why future iPhones will pair Siri with Google’s highly regarded Gemini AI.
Seemingly what you’ve just read has been glossed over by the European Union (EU). As news accounts the last few days indicate, the EU has fined Google $1 billion for “unfairly” favoring “its own services on its widely used search engine.”
Except that Google’s “widely used search engine” is widely used for many reasons, including that Google’s services are unrivaled. In other words, Google could deemphasize its services only if it wanted to drive users away from its own “widely used search engine.”
This is worth remembering with a deeper look into the EU’s fine top of mind. It’s not so much about Google as it’s about third-party entities that want their products and services more heavily emphasized on Google’s “widely used search engine.”
Ok, but the third parties can’t have it both ways. Neither can EU regulators.
What makes favoring on Google’s “widely used search engine” so desirable for entities outside Google is how popular Google is among individuals the world over. Which means that Google, to remain Google, must continue to not just meet, but lead the needs of users who have myriad choices. This includes prominently featuring its unrivaled products. About this, Apple instructs.
Popular as the iPhone is, Apple has never hidden from Siri’s limitations. It similarly hasn’t hidden from the fact that at least at present, it doesn’t have a ChatGPT, Copilot, Gemini, Grok, or Meta AI equivalent. Has the latter signaled Apple’s decline? Far from it.
As was argued here in March, and surely without knowing what’s ahead in AI or anything else (how many inside and outside technology predicted the before and after of November 30, 2022?), Apple has positioned itself brilliantly for the potential commoditization of AI. Rather than spend copious sums developing it, Apple opened its iPhones and other devices up to the genius of others. This once again includes Google and its Gemini AI.
Fully cognizant that the utility of its products is quite a bit greater when paired with technological advances achieved outside its own Cupertino walls, Apple is actively opening its “widely used” devices to non-Apple technology. Which is something EU regulators plainly glossed over in foisting the $1 billion fine on Google.
Really, what is Google supposed to do? Do EU regulators seriously expect it to favor the technology of others on its widely used search engine, particularly if what’s produced by others doesn’t measure up to what’s been developed inside Google? EU regulators aren’t just demanding that Google choose a path of self-harm that is anti-consumer, they’re also demanding that it harm itself in such a way that will imperil the commercial development of the very third parties intent on utilizing Google’s popularity as their own growth strategy.
Which requires a look at the accusatory core of the EU’s case and its $1 billion fine of Google. Implied in the latter is that in favoring its own services over those of outside providers, Google has been restraining the development and growth of outside providers. Nothing could be further from the truth. See Apple again.
As evidenced by Apple’s incorporation of Google’s Gemini into its Siri product, no business can remain great by providing a subpar product. Google’s Gemini will immediately make Apple’s products a great deal more appealing in the marketplace, and so will Google’s suite of products and services be much more appealing the better they are, and regardless of where the improvements come from. Fines aren’t the answer to the EU’s laments, but better third parties are.