Apple's AI ambitions include Google or OpenAI

Apple is reportedly in “active talks” with Google to bring its Gemini generative AI technology to the iPhone. Bloomberg reportsand has also considered using OpenAI's ChatGPT.

CEO Tim Cook has already confirmed that Apple is spending “huge time and effort” on artificial intelligence features and plans to roll them out to its customers “later this year.” Bloomberg's AI features built into Apple's products could eventually be powered by a combination of first- and third-party AI models, the report suggests. Apple's models could run on-device AI with iOS 18, due out later this year, while cloud-based AI features like text and image creation could come through partnerships with the likes of Google.

If the Google deal goes through, Apple wouldn't be the first company to tap the search giant to bring AI features to its phones. Earlier this year Samsung added Galaxy AI branded features to its Galaxy S24 smartphones. Powered by Google's AI technology. Google's AI will also feature prominently in its own Pixel 8 devices. A potential branding or implementation of Google's AI technology on Apple's devices has yet to be decided.

A potential AI deal between Apple and Google could expand Google's range of AI tools to the more than 2 billion iPhones Apple currently has on the market. But still Bloomberg Noting that its own manufacturing AI technology lags behind its competitors is a concession from Apple. Apple employees are testing an in-house chatbot called Apple GPT, and the company has its own larger language model codenamed Ajax, but Apple's AI technology is said to be less advanced than the competition.

We may have to wait a while to find out if Apple signs its AI deal with Google. Bloomberg He noted that no such deal is likely to be announced before WWDC in June.