In a move that could shake up the tech industry, Apple is in preliminary discussions with Google about using the search giant's generative artificial intelligence model called Gemini for its next iPhone. This potential partnership highlights Apple's urgency to incorporate powerful AI capabilities into its flagship product as the technology upends the industry.
The talks are still in the early stages, and the details of a potential deal remain undefined. However, sources familiar with the discussions reveal that Apple has also engaged with other AI companies as it seeks to harness the power of large language models capable of analysing vast amounts of data and generating human-like text.
Apple's CEO, Tim Cook, has promised investors that the company will introduce new generative AI features this year. Meanwhile, Apple's smartphone rivals, Samsung and Google, have already integrated Gemini into their latest devices, enabling users to edit videos and summarise audio recordings using AI.
This potential deal would extend the longstanding partnership between Apple and Google, which has been a critical contributor to the iPhone's success since its inception in 2007. Google initially provided Google Maps and served as the default search engine on the iPhone's Safari browser, a lucrative agreement that now generates over $18 billion in annual revenue for Google.
While Apple has been working on developing its own large language model, the technology behind chatbots like ChatGPT and Gemini, sources indicate that its efforts have fallen behind. Consequently, a partnership with Google could help Apple fill this gap and catch up with its competitors in the rapidly evolving AI landscape.
Apple's delay in releasing an AI product has been costly, as Microsoft, which has aggressively pursued AI, surpassed Apple as the world's most valuable public company this year. Generative AI is heralded for its potential to disrupt businesses and create trillions of dollars in economic value.
Despite the setbacks, Apple has the potential to become a significant player in AI. With over two billion active devices, Apple is an attractive partner for Google and others. Additionally, Apple's reputation for protecting user privacy could be an asset in an AI-driven future where services manage personal data like calendars and health information.
A deal between Apple and Google could bring the Gemini model to iPhones worldwide, giving Google access to a massive user base and making generative AI even more mainstream. This partnership could allow Google to rapidly surpass its chief rival, OpenAI (the maker of ChatGPT), in terms of AI user adoption, making it a tempting prospect for both companies.
While an Apple-Google AI deal would be a win-win situation, it could also draw scrutiny from U.S. regulators. The Justice Department is currently preparing a lawsuit against Google for allegedly harming competition by paying Apple to be the default search engine on the iPhone and other services.
As companies race to capitalise on the potential of generative AI, a new partnership between tech giants like Apple and Google could reshape the industry and usher in a new era of AI-powered experiences for consumers. #Apple #Google #Innovation #GenerativeAI #FutureofTech #R3CONTech #Tech
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