Apple may equip its upcoming iPhones with Google’s Gemini AI models, according to a Bloomberg report published Monday
The report, citing people familiar with the matter, says Apple is in talks to strike a potential licensing deal with Google. Google’s group of Gemini AI models could power some of the iPhone’s generative AI features, including functions such as writing essays and creating images after being prompted. Apple’s AI models, which are reportedly under development, would meanwhile focus on enabling features that operate on-device.
Apple and Google did not immediately respond to a request for comment.
This news comes as rival phone makers rush to launch generative AI features on their flagship phones. More than 100 million generative AI smartphones are expected to ship in 2024, according to Counterpoint Research. Phone makers are racing to take advantage of gen AI mania, which OpenAI kicked off in late 2022 with its buzzy chatbot, ChatGPT.
The most salient upgrade to the Samsung’s Galaxy S24 lineup, launched in January, is Galaxy AI, a catch-all term for a collection of Samsung’s new features powered by generative AI. Google’s Pixel 8 Pro, the company’s highest-end phone, currently runs on Gemini Nano. Gemini Nano drives features including the ability to summarize conversations have been voice recorded and suggesting message replies in WhatsApp typed with Google’s Gboard.
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If the deal pushes through, it could indicate Apple isn’t as far along with its generative AI push as some would have liked. The Bloomberg report also said Apple previously had talks with OpenAI, the company behind ChatGPT.
Apple typically adopts a wait-and-see approach when it comes to emerging technology. For instance, Apple is the only major phone make to hold back from launching a foldable phone. However, with a fast-developing category such as AI, some worry Apple could risk falling behind.
