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Apple may be working on its very own large language model and new AI features for iOS 18, but the tech giant is now reportedly talking to Google to bring certain Gemini-powered features to iPhones. The partnership between the two tech giants may shake up the AI industry and give Google Gemini a much-needed push.
According to Bloomberg’s Mark Gurman citing industry sources, Apple is thinking of licensing Google Gemini’s underlying technology to bring AI-powered features to the next version of iOS, which may be the biggest iOS update in years. While some AI features might use Apple’s in-house developed models, the Cupertino-based tech giant may turn to Google to bring features like image generation and writing assistance.
Gurman also said that Apple’s upcoming AI-powered features on iOS 18 will most likely run on the device itself, meaning they might not be able to perform complex tasks like giving writing prompts and helping create images.
Last year, job listings at Apple hinted that it was working on several AI-powered features, but the recent talks with third-party providers like Google may indicate that the tech giant’s indigenously developed models may not be performing as expected in some areas.
Google is not new to bringing AI-powered features to smartphones. Apart from offering some AI-exclusive features on Pixel devices, the company has also tied up with Samsung to offer generative AI features on the recently launched Galaxy S24 series like Circle to Search. However, Google may not be the only AI company Apple is in talks with. The report also claims that the tech giant is holding discussions with OpenAI to use GPT models.
If Google manages to land the deal with Apple, it will be pivotal to giving Gemini the much-needed boost in the highly competitive AI industry. In the last few weeks, Gemini has repeatedly found itself in hot waters, generating images of historical figures and images inaccurately, declining to depict white people, comparing Elon Musk’s influence to that of Adolf Hitler’s and labelling certain policies implemented by the Indian Prime Minister Narendra Modi as ‘fascist’.
Google and Apple’s partnership is not new. Last year during the Epic Games vs Google trial, the tech giant accidentally revealed that it has been paying a whopping 36 per cent cut of the ad revenue it earns from Safari users’ search queries to Apple.
