Apple is reportedly in discussions to form a significant partnership with Google to incorporate the Gemini AI model into iPhone functionalities, as per Bloomberg. This collaboration could solidify Google’s dominant position, especially considering its existing arrangement with Apple to be the default search engine on the Safari browser for iPhones.
Sources familiar with the negotiations told Bloomberg that Apple aims to license Google’s AI technology to roll out AI-enhanced features in upcoming iOS updates within the year. Additionally, Apple has engaged in conversations with OpenAI regarding the potential use of GPT models.
Amid growing competition in the AI sector from entities like OpenAI, Microsoft, Anthropic, and Google itself, Apple is under increasing pressure to advance its AI initiatives. In February, Apple’s CEO, Tim Cook, announced plans to introduce Gen-AI features “later this year.”
Apple’s recent job postings indicate efforts to develop a range of tools powered by generative AI, both internally and externally. Yet, the consideration of third-party AI technologies suggests that Apple’s own AI development might not be meeting internal expectations.
While Apple may utilize its AI models for some features in the forthcoming iOS 18 software update, expected to be unveiled at the Worldwide Developer Conference (WWDC) in June, the company is exploring partnerships for external generative AI applications, including image generation and writing assistance.
Google has encountered challenges with its Gemini model, particularly with an image-generation feature that was temporarily halted due to the production of historically inaccurate images. Google CEO Sundar Pichai later criticized these inaccuracies as “completely unacceptable“. Recently, Google implemented a global block on election-related queries on Gemini, although it was discovered that users could bypass this restriction by manipulating their queries.
Despite these setbacks, Google’s experience in integrating AI features into smartphones gives it a competitive edge. The tech giant has already collaborated with Samsung to introduce Gemini-powered AI functionalities in the Galaxy S24 series and has launched similar features on its Pixel phone lineup.
