It is currently unknown what progress Apple has made in developing generative artificial intelligence, but there are reports that Apple is in talks with Google to "implant the Gemini artificial intelligence (AI) engine into the iPhone," which may cause a huge shock in the AI industry.
According to media reports on Monday (March 18), citing sources familiar with the situation, Apple and Google are actively negotiating to have Google's generative artificial intelligence model Gemini support some new features of iPhone software this year.
In addition, the person also revealed that Apple has recently had discussions with OpenAI and is considering using the GPT model.
It is reported that Apple is preparing new features based on its self-developed artificial intelligence model for the upcoming iOS 18, but these are all focused on running on devices rather than through the cloud. Therefore, Apple is also looking for some partners to support generative artificial intelligence features, including the ability to create images based on simple prompts and write articles.
However, currently, both Apple and Google have not yet decided on the terms of the artificial intelligence agreement, nor have they finalized the implementation method of the agreement. It seems unlikely that Apple will announce any agreements before the annual global developer conference scheduled for June.
What does negotiation mean?
Apple is currently facing tremendous pressure in the field of artificial intelligence. Compared to competitors Microsoft and Google, Apple has been slower in launching generative artificial intelligence, and Google and Microsoft are currently integrating artificial intelligence into their products.
Last month, Apple CEO Tim Cook announced that the company plans to disclose more about its plans to put generative artificial intelligence into use later this year, and added that the company is making "significant" investments in the field.
Although Cook said so, the leaked cooperation negotiations may mean that Apple's efforts in artificial intelligence are not as far away as some people hope. Therefore, insiders say that Apple's move to find partners may be wise.
If negotiations are successful, Apple will gain new features in generative artificial intelligence, and Gemini will also gain a key advantage in having billions of potential users.
Meanwhile, this also means that the two companies will become even closer. According to an agreement reached between Google and Apple, Google pays Apple billions of dollars annually to make its search engine the default option for Safari web browsers on iPhones and other devices.
It is worth mentioning that given the large scale of both parties, the potential agreement may lead to further antitrust scrutiny of the two companies.