Why Gemini Getting its Own iOS App is a Sign of Product Maturity at Google
I recently received an email from Google announcing that Gemini now has its own dedicated iOS app—no longer bundled within the Google Search app.
Having managed many iOS apps at Google and worked closely with representatives at Apple on App Store releases, I’ve seen firsthand the benefits of a diverse app portfolio. Standalone apps allow Google to:
- Deliver tailored user experiences for specific audiences that rival top-tier competitors.
- Target specific App Store keywords and rank highly in critical product categories.
- Simultaneously secure promotional App Store opportunities for multiple Google products.
- Gain insights into industry trends, revenue, and download metrics by analyzing the performance of multiple Google apps across a broad spectrum of top-ranking apps, including direct competitors and emerging players.
As an outsider, it can be difficult to understand why a company like Google would occasionally adopt such a fragmented product strategy. For example, why did they “ship their org chart” by creating multiple entry points for Google Assistant—offering it as a standalone iOS app, within the Google Home app, and as a settings option in the Google app—despite the customer confusion, internal competition, and operational inefficiencies this created? Often, the pressure to launch quickly, combined with internal politics, forces teams to make short-term compromises with the expectation of streamlining later. In the long run, maintaining a clear and focused product experience benefits both the people who use it and the people who build it. I see this app separation as a sign that Google is evolving and applying lessons from past missteps—a positive indicator for the future!
Removing Gemini from the Google Search app is a smart move. It not only differentiates the two experiences but also gives the Gemini team room to innovate and develop its own revenue stream. Bundling Gemini within the Google Search app was clearly the fastest path to market; now, this separation paves the way for more strategic development. Not to mention, the ChatGPT app on iOS and macOS is outstanding and constantly getting better. If Gemini wants to compete, it will need to step up massively.
Kudos to everyone at Google who contributed to this thoughtful—if obvious—internal decision to break up the iOS Google Search and Gemini apps sooner rather than later.
Personally, I hope that as Gemini and Search continue to experiment together, they address the quality of their integrations. The current AI-generated overviews continue to fall short of the high standards I associate with Google Search, and improving these will be key to maintaining trust and credibility.
