"Rather than trying to win an AI arms race against Google, OpenAI, Anthropic, and Meta by spending tens of billions of dollars a year on AI infrastructure, Apple appears to be positioning itself as model-agnostic. Siri remains Apple's direct interface to more than 1 billion iPhone users. The "brains" underneath, however, can change. If Apple is right, the leading AI models will converge in quality over time,"
"The more important detail is architectural. Apple is designing Campos so that the underlying AI models can be swapped out over time, according to Gurman's report for Bloomberg. "That means the company will have the flexibility to move away from Google-powered systems in the future if it so chooses," he wrote. That design choice tells us a lot about Apple's AI strategy."
Apple is rebuilding Siri around Google's Gemini models and is reportedly paying Google roughly $1 billion per year to power the assistant. The revamped Siri, codenamed Campos, will function as a chatbot across iPhones, iPads, and Macs. Campos is being architected so its underlying AI models can be swapped out over time, giving Apple flexibility to change providers. The move reflects a strategic bet that AI models will become commodified and roughly interchangeable, shifting differentiation to distribution, integration, privacy controls, user experience, and cost selection rather than proprietary model development.
Read at Business Insider
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