- By Vikas Yadav
- Mon, 18 Mar 2024 02:26 PM (IST)
- Source:JND
Cupertino-based tech giant Apple will likely join other tech giants such as Google, Microsoft and others to introduce AI-based tweaks across its product line this year. To help the company meet this goal, the company is reportedly holding talks with Google to license the search leader's Gemini model to power AI features on iPhones, according to Bloomberg's Mark Gurman.
The negotiations between the companies revolve around using Gemini to power new iOS features for iPhones that could use generative AI, citing sources, the report added. Recently, the company also reportedly considered using OpenAI technologies for a similar purpose. The iPhone maker will likely introduce sweeping changes in iOS 18 and its in-house AI models.
For tasks such as writing and generating images, the company is considering partners to power these features as Apple's in-house tools are reportedly inferior. Google and Apple have not zeroed down on any of the processes, such as the agreement and implementation concerning the technologies, the report added. It is unlikely that an announcement concerning the same could be made public in June at the Worldwide Developers Conference (WWDC).
Apple will have several new AI features based on its own, homegrown models. But they’ll be using a partner — whether it ends up being Google, or OpenAI — to power generative AI features. A deal would be reminiscent of the Apple and Google search engine partnership.
— Mark Gurman (@markgurman) March 18, 2024
Meanwhile, Google and Apple already have an agreement that allows Google to stay as the default search engine on Safari browser. For context, Apple has been comparatively slower than Google and Microsoft to infuse generative AI-based tweaks across their products. However, earlier this year, Apple CEO Tim Cook revealed plans to bring generative AI across its products and is "investing" actively in this area.
On a related note, Google partnered with Samsung to power Galaxy AI features on the latest Samsung Galaxy S24 series smartphones in January 2024. These include the much-talked Circle to Search. It is also available on the latest Pixel 8 and Pixel 8 Pro and has started rolling out for Pixel 7 series devices.