Tech giants Apple and Google are currently engaged in active negotiations regarding the integration of Gemini to facilitate certain generative AI functionalities set to debut on iPhones later this year, the media has reported. If materialised, the agreement with Apple could significantly impact Google's Gemini chatbot, which has faced various controversies in the recent months.
Notably, Google's parent company, Alphabet, announced late last month that it is temporarily halting the image generation of people by its artificial intelligence (AI) model Gemini and will soon introduce an enhanced version in the wake of several social media users voicing concerns about Gemini AI model generating images of people of colour in 'historically inaccurate settings'.
According to news agency Bloomberg's Mark Gurman, who cited people familiar with the situation, Apple Inc. is in talks to build Google’s Gemini AI engine into the iPhone, giving way to a blockbuster agreement that would shake up the AI industry.
According to unnamed sources familiar with the matter, Cupertino, California-headuqartered Apple and Google are currently in active discussions regarding the possibility of Apple licensing Gemini, Google's suite of generative AI models. These models would potentially power several new features slated for inclusion in iPhone software updates later this year. This would mean Apple iPhones will compete head-on with Samsung Galaxy S24 series, which debuted with novel Galaxy AI features. (Read our full review of the Galaxy S24 Ultra here)
Additionally, the sources disclosed that Apple has also held talks with OpenAI and is contemplating the utilization of its model for similar purposes, the Bloomberg report noted.
As competition in the AI space intensifies, Apple faces increasing pressure to keep pace with rivals like OpenAI, Microsoft, Anthropic, and Google. Apple CEO Tim Cook acknowledged this pressure earlier in February, stating that the company plans to unveil its Gen-AI features later this year, signaling its commitment to staying competitive in the rapidly evolving AI landscape.
Throughout the past year, Apple's job postings have indicated its focus on developing various internal and external tools driven by generative AI. However, discussions about utilising third-party AI technology suggest that Apple's progress in its own AI endeavors may not have met initial expectations.
It is likely that Apple's proprietary models could underpin certain on-device functionalities in the forthcoming iOS 18 software update, usually unveiled at the annual Worldwide Developer Conference (WWDC) in June. Nevertheless, Apple is considering collaboration with an external provider for generative AI applications, particularly in areas like image generation and assisting users with writing tasks.