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Apple in Talks With Google Gemini for iPhone’s AI Features

Apple in Talks With Google Gemini for iPhone’s AI Features

Ivana Shteriova April 12, 2024
April 12, 2024
Apple is reportedly considering using Google’s generative AI model Gemini to power AI features for the next generation of iPhones.

Bloomberg News reports that “Apple Inc. is in talks to build Google’s Gemini artificial intelligence engine into the iPhone.” Apple’s slow rollout of AI features is worrying investors, especially because its smartphone rivals Samsung and Google have already implemented Gemini in their newest devices.

Apple has been testing a proprietary large language model (LLM) codenamed Ajax since early last year. Still, inferior AI development is a contributing factor to Apple losing its decade-long position as the world’s most valuable public company to Microsoft. An AI deal with another tech giant might help Apple keep its competitive edge in the ongoing AI revolution.

Apple plans to use its own AI models to implement new AI features for iOS 18, the next version of iPhone’s operating system, but these enhancements are only for its devices. The iPhone maker is reportedly seeking an AI partner for more advanced, cloud-based genAI features like “functions for creating images and writing essays based on simple prompts.” Apple plans to integrate such features into Siri and other apps.

With two billion devices in active use, Apple is a strategic partner for any company developing AI. For instance, if Apple reaches an agreement with Google, it will be the biggest Gemini licensing partnership to date. This will give Google’s AI technology a higher user count than the Microsoft-backed ChatGPT.

If an Apple and Google deal comes to realization, it would also mark an extension of their long-standing search partnership. Namely, Google’s Alphabet pays Apple more than $18 billion a year to be the default search engine in Apple’s Safari web browser.

While Apple is looking for an AI partner, it’s unlikely to unveil any deal until June, when it plans to hold its annual Worldwide Developers Conference. Apple has also talked with other AI companies, including ChatGPT-maker OpenAI, to license its AI technology. Ultimately, Apple might tap multiple partners as it currently does with search functions for its web browser.

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