Apple in Talks with Google & OpenAI to Integrate AI into iPhone

Published on 18 Mar, 2024, 11:46 AM IST
Updated on 7 May, 2024, 10:19 AM IST

Sahil Mohan Gupta
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Apple is now looking to collaborate with rivals to keep the iPhone competitive.

Apple is reportedly in discussions with Google and OpenAI to integrate their generative AI models into future iPhone features. According to a Bloomberg report, Apple, despite working on its own AI technology, was surprised by the rapid development of generative AI and is now looking to collaborate with rivals to keep the iPhone competitive.

Apple CEO Tim Cook has hinted at the introduction of generative AI features across the company's products, with an expected announcement at the Worldwide Developers Conference (WWDC) in June 2024. Notably, Apple is considering using Google's Gemini engine, which powers the AI capabilities of the Pixel and Galaxy S smartphones.

If an agreement is reached, Apple would license the Gemini technology from Google, potentially making Google the sole provider of generative AI on Apple's platforms. Apple is also in talks with OpenAI, though it is unclear if the company plans to use both models simultaneously.

The potential partnerships suggest that Apple's in-house generative AI efforts, despite recent acquisitions, are not as advanced as those of Google and others. Generative AI is expected to be a key component of iOS 18, which will likely introduce features capable of generating images and writing essays based on simple prompts.

Apple has been testing its own large language model, called "Apple GPT," but it is believed to be less advanced than the tools developed by Google and its competitors, making partnerships an attractive option for delivering a high-quality user experience.

A deal between Apple and Google involving Gemini would be a significant collaboration between the two tech giants, boosting Google's AI efforts and granting access to Apple's large user base. However, the potential partnership could also face regulatory scrutiny, as the search default arrangement between Apple's Safari browser and Google has previously been questioned.

As the AI landscape evolves, Apple could potentially work with multiple partners, including Anthropic's Claude generative AI models. Generative AI is expected to be deeply integrated into Apple's operating systems, similar to Microsoft's co-pilot feature in Windows. The upcoming macOS update is also expected to receive AI-powered enhancements to compete with Windows.

As tech giants compete for dominance in the AI space, consumers can anticipate a range of innovative features that will reshape their interactions with devices. The alliances formed in the near future will likely have a significant impact on the direction of technology in the coming years.

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