According to Bloomberg’s Mark Gurman, Apple is in talks with Google to integrate its Gemini artificial intelligence engine into the iPhones. AI is the theme for 2024, and all the tech giants have already joined the party, which OpenAI predominantly started with ChatGPT.
While companies like Google and Samsung have already integrated AI into their products, the Cupertino giant is lagging in this race. However, the deal with Google could help change some of this perception.
Apple’s AI Talks with Google
As per Gurman’s report, both corporations are actively negotiating to enable Apple to license Gemini, Google’s collection of generative AI models, to integrate some new features into the upcoming iPhone 16 series, which will be released later this year. Interestingly, the report also stated that Apple talked with OpenAI about using its AI model in future iPhones.
If Apple uses Google’s Gemini model to power some of its AI activities, it will be a big boost to the search giant. Samsung has already unveiled its 2024 flagships with AI features, which are powered by Gemini.
Apple’s AI Development So Far
Apple CEO Tim Cook previously announced, “The company will break new ground in generative AI in 2024, and we believe it will unlock transformative opportunities for our users.” The company recently abandoned its decade-long car project to focus on artificial intelligence instead.
As outlined in Gurman’s report, Apple has been conducting trials of its proprietary large language model, internally referred to as Ajax. Additionally, some employees have been experimenting with a rudimentary chatbot named Apple GPT.
However, a source familiar with the situation informed Gurman that Apple’s technology currently lags behind tools offered by Google and other competitors, making a partnership arrangement appear more practical.
Apple Dominates AI Startup Scene with 32 Acquisitions
Nevertheless, Apple won’t entirely rely on Google for its AI capabilities. As per a report from Statista, Apple acquired up to 32 AI companies last year, surpassing Google’s 21 acquired startups and Meta’s 18 in the AI space. These acquisitions are purported to enhance Apple’s AI capabilities throughout its products and services.
Big AI Enhancements Expected in iOS 18
More importantly, several AI advancements are said to arrive with iOS 18 and the iPhone 16 series later this year. According to another Bloomberg report, Apple plans to improve Siri and the Spotlight search tool using advanced language models to make their responses more accurate to complex queries.
Additionally, Apple is looking into AI-driven features for users to automatically make playlists in Apple Music and presentation slides in Keynote, as mentioned in the report. There’s talk about other apps like Health, Messages, Numbers, Pages, and Shortcuts getting deeper AI integration in iOS 18, with the chance for more apps to get similar treatment.
