“Kill Siri, Ask Gemini”: Why Some Investors Want Apple to Change Course

Apple has spent the past decade as the world’s most valuable tech brand, but in the age of AI, even a giant can start to look… slow. That’s the worry behind a growing chorus of voices on Wall Street, including Tesla bull and investor Ross Gerber, who is now openly calling for big changes at Apple.

Gerber’s message is blunt:

“Apple needs new leadership… Kill Siri. Ask Gemini.”

So what is going on, and why are people suddenly talking about replacing Siri with Google’s AI?

Why Investors Are Nervous About Apple

The tech world has shifted dramatically in just a couple of years. The new battleground isn’t smartphones or tablets, it’s AI assistants and intelligent services that feel closer to a digital co-pilot than a simple voice helper.

• OpenAI has ChatGPT.
• Google has Gemini.
• Microsoft has Copilot.
• Meta, Amazon, and others are racing to catch up.

Meanwhile, Apple’s main “AI face” is still Siri, a voice assistant that many users find limited, outdated, or just not very smart.

Investors like Gerber worry that:

• Apple is too slow in visible AI innovation.
• Siri is falling far behind newer assistants.
• Apple could become the next BlackBerry or Nokia if it misses the AI wave, as some internal voices, including services chief Eddy Cue, have reportedly warned.

This is why Gerber isn’t just talking about products, he’s talking about leadership.

The Tim Cook Question: Why Leadership Is On The Table

According to recent reports, Apple CEO Tim Cook may step down as early as 2026, with internal discussions increasingly focused on finding a successor. The name most often mentioned: John Ternus, Apple’s senior vice president of hardware engineering.

• Cook has been hugely successful financially. Apple’s stock has risen roughly 1,500% since he took over in 2011.
• But the landscape has changed. The focus is no longer just on hardware like the iPhone, but on smart, AI-driven experiences.

From an investor’s point of view, Apple now faces three big challenges:

1. AI competition – Google, Microsoft, and others are moving faster in visible AI features.
2. Aging product story – iPhone and services are strong, but there’s no obvious “next big thing” on the scale of the iPhone.
3. Internal transitions – senior figures like Jeff Williams are retiring, and the next wave of leadership must prove it can reinvent Apple for the AI era.

That’s why Gerber says, “Apple needs new leadership… It’s time for change.”

He’s not saying Apple is broken. He’s saying it risks falling behind.

“Kill Siri. Ask Gemini”: What That Actually Means

When Gerber says Apple should “Kill Siri. Ask Gemini,” he’s really pointing at a bigger question:

 Is Apple better off building its own AI… or partnering with the best in the market?

Siri today:

• Good for simple tasks: timers, reminders, basic questions.
• Weak at conversation, context, and creativity.
• Often seen as less capable than assistants powered by modern large language models.

Google’s Gemini:

• Built on the same type of tech as ChatGPT.
• Good at conversation, reasoning, summarizing, coding, and answering complex questions.
• Already integrated into Android, Chrome, and Google’s apps.

So Gerber’s idea is basically:

• Let Gemini be the brain.
• Let Apple be the hardware, design, and privacy wrapper.
• Combine the two to create the smartest, most polished assistant on the planet.

He even tagged $AAPL and $GOOG in his posts, signalling that such a partnership could reshape the stock market story for both companies.

What Difference Would This Make for Ordinary Users?

If something like this ever happened (to be clear, this is speculation, not an announced plan), here’s how it could change daily life:

1. A Much Smarter Assistant on Apple Devices

Instead of Siri giving short, rigid answers, you might get:

• Detailed explanations (“Explain this email in simple terms.”)
• Creative help (“Write a polite reply that asks for a discount.”)
• Personalized guidance (“Summarize my notes from this week’s meetings.”)

In short, your iPhone, Mac, or iPad becomes far more helpful and conversational.

2. Fewer “I can’t do that” Moments

Siri is infamous for hitting limits quickly. A Gemini-powered assistant could:

• Handle follow-up questions naturally.
• Understand context across apps (Mail, Notes, Calendar).
• Assist with planning, research, and decision-making.

That makes your device feel less like a remote control and more like a digital partner.

3. A New Reason to Buy (or Stay With) Apple

From Apple’s side, a stronger AI assistant could:

• Boost iPhone upgrades (“AI-ready” models).
• Increase services revenue through AI-powered subscriptions.
• Keep users within the Apple ecosystem rather than relying on third-party AI apps.

For investors, this is exactly the kind of story they want: growth + innovation, not just “we sold more phones again.”

Why Not Just Build “Apple AI” Instead?

Apple is absolutely working on its own AI (on-device models, private AI, etc.), but there are trade-offs:

• Building a top-tier AI model like Gemini or GPT requires massive amounts of data, compute, and time.
• Apple is very strict about privacy, which limits the kind of data it can use to train.

A partnership with Google would be a shortcut to:

• World-class AI, available right now.
• Less risk of falling behind as AI evolves fast.

But it comes with downsides:

• Apple would depend on a rival for a key part of the experience.
• It could raise privacy questions, even if Apple adds strong protections.
• Strategically, Apple usually prefers to control the whole stack.

That’s why this idea is controversial; powerful, but risky.

So Why Is This Debate Happening Now?

Three simple reasons:

1. AI is the new iPhone moment.
   Every tech company is trying to define the next decade around AI. No one wants to miss the wave.
2. Apple’s AI story feels vague.
   Compared to OpenAI, Google, and Microsoft, Apple looks quieter and slower in public.
3. Leadership transition is already in the air.
   With reports that Tim Cook may step down around 2026 and people like John Ternus mentioned as likely successors, this feels like a natural moment to ask:
   What should Apple become in the AI era?

Ross Gerber’s “Kill Siri. Ask Gemini” line is less about hating Siri and more about pushing Apple to move faster and bolder.

What It Means Going Forward

For the mainstream reader, the key takeaway is simple: This isn’t just investor drama. It’s a sign that AI is now central to how people judge the future of big tech companies.

• Apple is at a crossroads:
  • Double down on its own AI,
  • Partner with a rival like Google,
  • Or try a hybrid approach.

Whatever Apple chooses, it will shape how your next phone, laptop, or smart device thinks, talks, and helps you. And that’s why people are suddenly talking not just about phones and features… but about who should lead Apple into its AI future.