{"id":3085,"date":"2024-03-18T06:52:58","date_gmt":"2024-03-18T06:52:58","guid":{"rendered":"https:\/\/news.talkwithrattan.com\/index.php\/2024\/03\/18\/apple-is-in-talks-to-let-googles-gemini-power-iphone-generative-ai-features\/"},"modified":"2024-03-18T06:52:58","modified_gmt":"2024-03-18T06:52:58","slug":"apple-is-in-talks-to-let-googles-gemini-power-iphone-generative-ai-features","status":"publish","type":"post","link":"https:\/\/news.talkwithrattan.com\/index.php\/2024\/03\/18\/apple-is-in-talks-to-let-googles-gemini-power-iphone-generative-ai-features\/","title":{"rendered":"Apple is in talks to let Google\u2019s Gemini power iPhone generative AI features"},"content":{"rendered":"
\"Apple<\/div>


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Apple Inc.<\/a> is in talks to build Google\u2019s Gemini artificial intelligence engine into the iPhone<\/a>, according to people familiar with the situation, setting the stage for a blockbuster agreement that would shake up the AI<\/a> industry.<\/p>\n

The two companies are in active negotiations to let Apple license Gemini, Google\u2019s set of generative AI<\/a> models, to power some new features coming to the iPhone software this year, said the people, who asked not to be identified because the deliberations are private. Apple also recently held discussions with OpenAI<\/a> and has considered using its model, according to the people.<\/p>\n

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If a deal between Apple and Google comes to fruition, it would build upon the two companies\u2019 search partnership<\/a>. For years, Alphabet Inc.\u2019s Google has paid Apple billions of dollars annually to make its search engine the default option in the Safari web browser on the iPhone and other devices. The two parties haven\u2019t decided the terms or branding of an AI agreement or finalized how it would be implemented, the people said.<\/p>\n

A deal would give Gemini a key edge with billions of potential users. But it also may be a sign that Apple isn\u2019t as far along with its AI efforts as some might have hoped \u2014 and threatens to draw further antitrust scrutiny of both companies.<\/p>\n

Apple is preparing new capabilities as part of iOS 18 \u2014 the next version of the iPhone operating system \u2014 based on its own AI models. But those enhancements will be focused on features that operate on its devices, rather than ones delivered via the cloud. So Apple is seeking a partner to do the heavy lifting of generative AI, including functions for creating images and writing essays based on simple prompts.<\/p>\n

Spokespeople for Apple and Google declined to comment. OpenAI didn\u2019t immediately respond to a request for comment.<\/p>\n

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Since early last year, Apple has been testing its own large language model \u2014 the technology behind generative AI \u2014 codenamed Ajax. Some employees also have been trying out a basic chatbot dubbed Apple GPT. But Apple\u2019s technology remains inferior to tools from Google and other rivals, according to the people, making a partnership look like the better option.A deal with Apple would be Google\u2019s highest-profile partnership for Gemini to date and could be a major boon for the company\u2019s AI efforts. Apple has more than 2 billion devices in active use that could potentially become home to Google Gemini<\/a> later this year. In January, Samsung Electronics Co. rolled out new smartphones with AI features powered by Gemini.<\/p>\n

But a partnership between the two Silicon Valley giants would likely draw the eye of regulators. Google\u2019s current deal with Apple for search is already the focus of a lawsuit by the US Department of Justice. The government has alleged that the companies have operated as a single entity to corner the search market on mobile devices. The pair has justified the arrangement by saying Apple believes Google\u2019s search quality is superior to rivals and that it\u2019s easy to switch providers on the iPhone.<\/p>\n

The arrangement between Apple and Google is also under fire in the European Union, which is forcing Apple to make it easier for consumers to change their default search engine away from Google. As regulatory pressure grows and artificial intelligence becomes more prevalent, the current search deal could ultimately be less lucrative for both companies. It\u2019s possible that a new agreement around AI could help make up for that.<\/p>\n

Microsoft Corp.\u2019s funding of OpenAI has drawn its own regulatory scrutiny, with the US Federal Trade Commission examining whether that deal may violate antitrust laws.<\/p>\n

While the talks between Apple and Google remain active, it\u2019s unlikely that any deal would be announced until June, when the iPhone maker plans to hold its annual Worldwide Developers Conference. It\u2019s possible that the companies don\u2019t reach an agreement or Apple ultimately chooses to go with another generative AI provider, like OpenAI. Or Apple could theoretically tap multiple partners, as it does with search in its web browser. Other generative AI providers include Anthropic, which offers a chatbot called Claude.<\/p>\n

Gemini has captured the imagination of consumers and businesses, but it hasn\u2019t been without controversy. Last month, users discovered that the system sometimes inaccurately handled the race of individuals depicted in AI-generated images. Sundar Pichai, Google\u2019s chief executive officer, called the issue \u201ccompletely unacceptable,\u201d and image generation was paused.<\/p>\n

Tim Cook, Apple\u2019s CEO, has promised a major AI announcement this year. He told investors the company would release transformative features that \u201cbreak new ground.\u201d The plan is especially important as investors look for new growth sources at the iPhone maker, which canceled a project to develop a self-driving car earlier this year. It moved some engineers on that project to its artificial intelligence division.<\/p>\n

Last year, Cook said he personally uses OpenAI\u2019s ChatGPT but indicated that there were \u201ca number of issues that need to be sorted.\u201d He promised that new AI features would come to Apple\u2019s platforms on a \u201cvery thoughtful basis.\u201d By outsourcing the generative AI features to another company, Cook is also potentially lessening the liability for its platform.<\/p>\n

The generative AI features under discussion would theoretically be baked into Siri and other apps. New AI capabilities based on Apple\u2019s homegrown models, meanwhile, would still be woven into the operating system. They\u2019ll be focused on proactively providing users with information and conducting tasks on their behalf in the background, people familiar with the matter said.<\/p>\n<\/div>\n

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Apple Inc. is in talks to build Google\u2019s Gemini artificial intelligence engine into the iPhone, according to people familiar with the situation, setting the stage for a blockbuster agreement that would shake up the AI industry. The two companies are in active negotiations to let Apple license Gemini, Google\u2019s set of generative AI models, to […]<\/p>\n","protected":false},"author":2,"featured_media":3086,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","fifu_image_url":"https:\/\/img.etimg.com\/photo\/88591548.cms","fifu_image_alt":"","footnotes":""},"categories":[607],"tags":[1274,828,5422,5423,1431,3837,64,5424,1073,5426,5425,62,826,1101,1385,2974,66],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/3085"}],"collection":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/comments?post=3085"}],"version-history":[{"count":1,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/3085\/revisions"}],"predecessor-version":[{"id":3087,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/3085\/revisions\/3087"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/media\/3086"}],"wp:attachment":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/media?parent=3085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/categories?post=3085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/tags?post=3085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}