According to Bloomberg, Apple is seeking a significant partnership with Google to utilize the Gemini AI model for iPhone features. This move would elevate Google’s position, considering its existing deal as the preferred search engine provider for Safari on iPhones. Sources familiar with the matter revealed that Apple intends to license Google’s AI technology for incorporating AI-powered features in upcoming iOS updates. Additionally, Apple has reportedly engaged in discussions with OpenAI about the potential use of GPT models.
Apple is facing increasing pressure to match the advancements of competitors like OpenAI, Microsoft, Anthropic, and Google in the field of AI. In February, Apple CEO Tim Cook announced plans to unveil GenAI features “later this year.” Job postings from the company over the past year have hinted at Apple’s development of various generative AI tools, both internally and externally. However, discussions about utilizing third-party AI technology indicate that Apple may not have made the anticipated progress in its own AI endeavors.
Apple may rely on its own models to power certain on-device features in the upcoming iOS 18 software update, anticipated to be announced at the Worldwide Developer Conference (WWDC) typically held in June. However, the company is considering collaborating with an external provider for generative AI applications such as image creation and assisting users with writing tasks.
Google has encountered difficulties with its Gemini model. Last month, the company had to halt its image-generation feature due to historical inaccuracies in the generated images. Google CEO Sundar Pichai criticized Gemini’s responses as “completely unacceptable.” Recently, Google announced blocking election-related queries on Gemini worldwide, but TechCrunch discovered that users could bypass these restrictions by introducing typos into certain queries.
Despite these setbacks, Google holds an advantage in launching features related to smartphones. Earlier this year, the company partnered with Samsung to introduce Gemini-powered AI features on the Galaxy S24 series of devices. Additionally, Google has implemented these features on its own Pixel series of phones.
