Apple Inc. and Google LLC’s recent partnership to use Gemini as the backbone for Apple Intelligence, including Siri, mirrors their previous collaboration in the Google–Apple Internet Services Agreement (ISA) of 2016, which made Google the default search engine on Apple devices. Although users could theoretically choose other search engines, most did not, leading to a federal judge’s conclusion in 2024 that these agreements were anticompetitive. The Gemini deal may repeat this pattern, granting Gemini prime placement in Apple’s ecosystem, creating potential barriers for alternative AI tools. As AI becomes integral to user experience, the default model may become crucial for market dominance, similar to search engines. While this partnership might be justified as product design, it raises antitrust concerns regarding user choice. Historically, dominant firms have exploited such agreements to solidify their market control, creating challenges for fair competition in rapidly evolving tech environments.
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