In a potentially industry-shifting move, Apple Inc. is reportedly considering integrating Google’s Gemini artificial intelligence engine into the iPhone, according to sources cited in a Bloomberg report. This development could have profound implications for the AI landscape.
The ongoing discussions between the two tech giants revolve around negotiations for Apple to license Gemini, Google’s suite of generative AI models. Sources familiar with the matter, who spoke on condition of anonymity, indicated that Apple has also been in discussions with OpenAI regarding a potential collaboration.
Should Apple and Google reach an agreement, it would extend their existing partnership, which primarily involves Google paying Apple to feature its search engine as the default option on Safari web browsers across Apple devices. However, details regarding the terms, branding, and implementation of this potential AI agreement are yet to be finalized.
This partnership could provide Gemini with access to a vast user base, considering Apple’s extensive reach with over 2 billion active devices. Nevertheless, it may also suggest that Apple’s in-house AI advancements are not as advanced as previously thought, potentially drawing further attention from antitrust regulators.
While Apple is reportedly enhancing AI capabilities in its forthcoming iOS 18 update, the focus remains on on-device features rather than cloud-based functions. Thus, Apple seeks a partner to handle computationally intensive tasks associated with generative AI, such as image creation and essay writing based on simple prompts.
Both Apple and Google declined to comment on the matter, and OpenAI did not respond to requests for comment. Although Apple has been developing its own large language model codenamed Ajax, sources suggest its technology lags behind competitors like Google, making a partnership with the latter more appealing.
A potential agreement with Apple would represent Google’s most significant partnership for Gemini, potentially bolstering its AI efforts. However, such collaboration is likely to face regulatory scrutiny, especially amid ongoing antitrust investigations into their existing search partnership.
While discussions are ongoing, any formal announcement is expected to occur at Apple’s annual Worldwide Developers Conference in June. Whether the negotiations will culminate in a final deal or if Apple will explore alternatives like OpenAI or Anthropic remains uncertain. Nonetheless, Apple’s CEO, Tim Cook, has hinted at significant AI advancements this year, hinting at transformative features on Apple’s platforms.”