Bloomberg has reported that Apple is considering a significant partnership with Google to utilize the Gemini AI model for iPhone features. This move could strengthen Google’s influence since it already collaborates with Apple to be the default search engine on iPhone’s Safari browser.
Sources familiar with the discussions told the publication that Apple aims to license Google’s AI technology to roll out AI-enhanced features in upcoming iOS updates this year. Furthermore, Apple has also engaged in talks with OpenAI about possibly incorporating GPT models into its offerings, according to Bloomberg.
Apple is facing increasing pressure to match its rivals in the AI sector, including OpenAI, Microsoft, Anthropic, and Google. In February, Apple’s CEO, Tim Cook, announced that the company plans to roll out generative AI (GenAI) features “later this year.”
Job postings from the past year indicate Apple is developing various tools utilizing generative AI, both for internal use and consumer-facing products. Nonetheless, the consideration of integrating third-party AI technology suggests that Apple’s in-house AI development may not be advancing as swiftly or as robustly as anticipated.
Apple may utilize its proprietary models for certain features in the upcoming iOS 18 update, expected to be unveiled at the Worldwide Developer Conference (WWDC) typically held in June. However, Apple is also considering a partnership with an external entity for generative AI applications, such as image generation and writing assistance.
Meanwhile, Google has encountered issues with its Gemini AI. Last month, Google temporarily disabled Gemini’s image-generation feature after it produced historically inaccurate images. Google CEO Sundar Pichai labeled the responses from Gemini as “completely unacceptable.” Recently, Google announced it would block election-related queries on Gemini globally, although its discovered that users could bypass these restrictions by misspelling certain queries.
Despite these setbacks, Google maintains a lead in deploying smartphone-related functionalities. Earlier in the year, it collaborated with Samsung to launch Gemini-powered AI features on the Galaxy S24 series. Additionally, Google has rolled out these features on its Pixel phone lineup.
