Apple is actively involved in bringing AI tech to iPhones this year with the upcoming iOS 18 version expected to see these changes. But the company is reportedly keen to use other existing AI models to power iOS for iPhones that will give them more features and tools. The report from Bloomberg on Monday suggests Apple is talking to both Google and OpenAI to see if their AI models can be used to integrate some on-cloud Generative AI features for iPhone users this year.
Apple is likely to rely on either of these companies to bring image and text generation tools for iPhones, something that the company might be finding it hard to pull off with its on-device AI architecture. It is interesting to see Apple looking for AI partners but not at all surprising that it could join hands with its rivals to offer AI features to its customers. Apple has been wanting to go in a different direction with its focus on AI tools.
So, the fact that it is talking to Google and even OpenAI suggests some of its internal processes have not gone according to plan, forcing the company to look at a Plan B which comes in the form of external partnerships. Having said that, the report says Apple is only talking to Google as of now, so we can’t be certain if any deal will come through, at least before the WWDC 2024 takes place around June this year. Either way, it will be worth keeping an eye on, especially if Apple’s big AI push, as claimed by Tim Cook does come to fruition in 2024 as it looks to enter the highly competitive and booming space this year.
Google has already shown its intent to work with other companies and help them power their platforms with AI tech. The company is offering Gemini on Samsung’s latest Galaxy S24 smartphones, and wants other brands to consider its AI model to run on these devices. Google has been facing its own AI-related issues recently, especially with the AI image generator that made an ‘unacceptable mistake’ and had to be rolled out to fix the issue.
Industry reports say AI-powered smartphones will be a lucrative and a booming space, where the likes of Apple, Google and OpenAI will have a big say in the foreseeable future.
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