Apple is Looking to Power New iPhone AI Features Via Google's Gemini

Photo by Ameen ALmayuf on Unsplash

Apple Inc. is reportedly negotiating a deal with Google to provide artificial intelligence (AI) support for the iPhone. According to people familiar with the development, Apple and Google are already in talks to have iPhones feature support from Google’s Gemini artificial intelligence engine.

The terms of the proposed deal have yet to be finalized. However, a potential collaboration between both tech giants could be a significant development in the tech and AI industries. Since OpenAI released ChatGPT in 2022, many tech companies have either tried to create AI tools or integrated AI features with existing products. Even outside tech, sectors like the casino industry could benefit from artificial intelligence, bringing a new level of security to the industry. Any operator looking to create and deploy a safe casino site for interested gamblers can begin by using artificial intelligence to automate its operations, thereby reducing the risk of human error and security breaches. Even in the healthcare industry, Google’s Gemini is being used to analyze x-rays and MRI images again to reduce chances of human error. 

The proposed deal will allow Apple to license Google’s generative AI models to power several new features Apple is looking to introduce to the iOS before 2024 ends. Apple will compete favorably with major flagship devices from Samsung and Google, both of which have introduced AI features in the Galaxy S24 Ultra and Pixel 8 Pro, respectively. For Google, the major benefit would be that the company would automatically gain billions of potential users through the deal. Currently, Apple has over 2 billion active devices in use, all of which could welcome Google Gemini. 

Unfortunately, this deal could trigger antitrust reviews from government authorities who might worry about a monopoly. Google already pays Apple billions of dollars in annual fees to make Google Search the default for Apple’s Safari web browser. This arrangement has already drawn the ire of the US Department of Justice, which alleges that the companies are monopolizing the search market. While both firms have argued that the arrangement between them is necessary because Google’s search function is better than that of its competitors, the DoJ seems unmoved. 

Reports suggest that the expected iOS 18 should come with a few AI features. Apple’s plan is for these functions to be powered by the device, instead of externally, from the cloud. This requires Apple to find a partner to handle tasks related to generative AI. Reportedly, some of these tasks should include using simple prompts to write articles or create images.

The people familiar with Apple’s efforts have also stated that the company reached out to OpenAI to use its model for the iPhone. However, there has been no agreement so far.

Interestingly, Apple has been working on Ajax, its own large language model (LLM). Select Apple employees are working on a related chatbot, Apple GPT, that functions like ChatGPT. Unfortunately, Ajax is nowhere near ready for official integration with the iOS. This makes a partnership with an external company the more viable option.