Apple's AI Ambition: A New Era for Siri Powered by Google's Gemini

Apple hires former Google exec Lilian Rincon to lead AI marketing, signaling a major Siri revamp using Gemini AI. Strong financials support aggressive investment ahead of WWDC26.

Apple is intensifying its strategic push into artificial intelligence, underscored by a significant new hire. The company has brought on board Lilian Rincon, a former long-time Google executive responsible for Shopping and Assistant products, to lead its AI product marketing efforts. Rincon will report directly to Apple’s marketing chief, Greg Joswiak, and her appointment coincides with reports of a foundational overhaul for the Siri voice assistant.

Strategic Hire Signals Major AI Shift

Rincon’s deep experience from Google is particularly telling. Apple is internally developing a revamped version of Siri under the codename "Campos." This next-generation assistant is believed to be built upon Alphabet's Gemini AI model, a move designed to substantially upgrade Siri's conversational capabilities and intelligence.

Beyond the core assistant, Apple's roadmap includes a new "Extensions" feature planned for iOS 27. This system would allow Siri to interface with third-party AI assistants available through the App Store, potentially creating a more open and powerful ecosystem. Further details on these developments are anticipated at Apple’s Worldwide Developers Conference (WWDC26), scheduled for June 8-12, 2026.

Financial Foundation Supports Aggressive Investment

This aggressive investment in AI talent and product development is backed by robust financial performance. For its first fiscal quarter, Apple posted earnings per share of $2.84, surpassing the analyst consensus estimate of $2.67. Quarterly revenue saw a 15.7% increase, reaching $143.8 billion, while the company maintained a net margin of nearly 30%.

Institutional investor activity presents a mixed picture. Affinity Capital Advisors increased its stake by 43.6% in the fourth quarter of 2025. Conversely, Marshall Financial Group and Tompkins Financial Corp both reduced their holdings during the same period. Despite this, the consensus rating among analysts remains "Moderate Buy," with an average price target of $297.58. Wedbush analysts are notably more bullish, citing $350 as a realistic target.

Currently trading approximately 16% below the average analyst target, Apple’s stock suggests the market may not have fully priced in the potential impact of its ongoing AI investments. The upcoming WWDC26 in June is poised to be a critical benchmark, offering tangible evidence of Apple's progress in redefining Siri and its broader AI strategy.