Apple Inc. is reportedly in talks with Alphabet, Google’s parent company, to explore the integration of Google’s Gemini artificial intelligence engine into its upcoming iPhones, as per a Bloomberg report. This potential collaboration could have far-reaching implications for the AI industry, reshaping the landscape of artificial intelligence.
The discussions between Apple and Google involve negotiations for Apple to license Gemini, Google’s suite of generative AI models. Sources familiar with the matter, who requested anonymity due to the confidential nature of the discussions, revealed that Apple has also been exploring the possibility of partnering with OpenAI to leverage its AI model. If an agreement is reached between Apple and Google, it would expand upon their existing partnership, particularly in the realm of search. For years, Google has paid Apple substantial sums to feature its search engine as the default option on Safari web browsers across Apple devices. However, the specifics of the potential AI agreement, including terms, branding, and implementation, are yet to be finalized.
This partnership has the potential to provide Gemini with access to a vast user base, given Apple’s extensive reach with over 2 billion active devices. However, it may also raise questions about the advancement of Apple’s own AI technology, potentially attracting further scrutiny from antitrust regulators.
While Apple is preparing new AI capabilities as part of iOS 18, its forthcoming operating system update, the focus remains on features that operate on-device rather than cloud-based functions. Therefore, Apple is seeking a partner to handle the heavier computational tasks associated with generative AI, such as image creation and essay writing based on simple prompts. Representatives for both Apple and Google declined to comment on the matter, while OpenAI did not respond to requests for comment. Although Apple has been testing its own large language model codenamed Ajax since early last year, sources suggest that its technology still lags behind competitors like Google, making a partnership with Google’s Gemini engine appear more favorable.
If a partnership between Apple and Google materializes, it would mark Google’s most significant collaboration for Gemini to date, providing a significant boost to its AI endeavors. However, such a collaboration between the two tech giants is likely to face regulatory scrutiny, especially amid ongoing antitrust investigations into their existing search partnership.
While discussions between Apple and Google continue, any formal announcement is unlikely until Apple’s annual Worldwide Developers Conference in June. It remains uncertain whether the negotiations will lead to a final agreement, or if Apple will consider alternative generative AI providers like OpenAI or Anthropic. Nonetheless, Tim Cook, Apple’s CEO, has promised significant AI advancements this year, suggesting that transformative features are on the horizon for Apple’s platforms.
