Apple to fine-tune Gemini and use it quietly behind Siri without Google branding: Report

Apple’s latest AI plans reveal how the company will quietly reshape Siri using Google technology, while keeping control, and branding firmly in its own hands.

Apple has confirmed that it will integrate Google’s Gemini models and cloud systems as the base for the next phase of Apple Intelligence, including an updated version of Siri expected to roll out on iOS later this year. While the partnership itself did not surprise industry watchers, new details now offer a clearer view of how Apple plans to manage the technology behind the scenes.

Apple plans to refine Google’s Gemini models internally while keeping Siri free from Google branding. (REUTERS)

By MD Ijaj Khan

Ijaj Khan is a technology journalist and Senior Content Producer at Hindustan Times, with over three years of experience covering the consumer technology industry. His work spans smartphones, laptops, wearables, gaming, appliances and AI - from hands-on reviews, comparison and buying guides to breaking news and in-depth features that help readers cut through the noise and make informed decisions. Before joining HT Tech, he worked with Jagran New Media, where he sharpened his instincts for fast-paced digital reporting. He holds a Post Graduate Diploma in English Journalism and Mass Communication from the Indian Institute of Mass Communication (IIMC), Delhi. Whether he's testing the latest flagship smartphone, tracking a major AI announcement, or putting a gaming laptop through its paces, Ijaj approaches every story with the same goal - making technology feel relevant and easy to understand for everyday users, not just enthusiasts. When he's not in front of a screen for work, he's usually travelling to a new city, hunting for great food, or keeping tabs on what's next in tech before everyone else catches on.

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Apple will fine-tune Gemini independently

A recent report from The Information (via 9to5Mac) says Apple will keep tight control over how Gemini operates within its ecosystem. Even though Google provides the underlying model, Apple can fine-tune it independently to ensure responses match Apple’s standards and priorities. People familiar with the project said Apple may request specific changes from Google, but will otherwise handle most adjustments on its own.

Apple and Google previously said that Gemini-based features will run on Apple devices and through Apple’s Private Cloud Compute system. This setup is designed so that Google does not receive user data as part of the process. Beyond that statement, the companies shared a few technical details at the time of the announcement.

No Google branding in Siri Responses

The new report also addresses questions about branding. According to people involved in testing, current versions of the Gemini-powered Siri do not display any Google or Gemini branding in responses. While Apple could still alter this before release, the approach aligns with earlier reporting that suggested Apple plans to keep the partnership mostly invisible to users. Siri will continue to look and function like an Apple service, even though it relies on a Google-built model in the background.

Apple also expects the updated Siri to improve how it handles general knowledge questions. Instead of directing users to websites, the assistant should provide direct answers, such as basic facts about countries or explanations of scientific topics.

In addition, the report says Apple wants Siri to respond better to users seeking emotional support. When users express feelings such as loneliness or discouragement, the new system is expected to offer longer and more conversational replies, similar to other AI chat tools.

However, this goal raises concerns. Past cases have shown that chat-based systems can mishandle sensitive situations, sometimes failing to guide users toward real-world help. As Apple expands Siri’s role, how it manages safety in these interactions will likely draw close attention.