Apple could bring Google’s Gemini AI to iPhones in a strategic concession
GeminiPhone... Apple’s said to be in talks to license Google’s Gemini AI model to power upcoming iPhone features. Apple’s also said to have chatted with OpenAI. A deal could give Google a major advantage by exposing billions of iPhone users to its AI model, and its stock popped on Monday. It would also provide a much-needed PR boost: Gemini’s rep was tarnished after a controversy where the engine spewed out historically inaccurate images (picture: people of color as Nazi soldiers). Google’s CEO called it “unacceptable.”
Familiar bedfellows: Apple and Google already have a serious relationship. Google pays Apple billions each year to make its search engine the default in Apple’s Safari.
Geminside: Gemini has already been incorporated into Google’s Pixel 8 devices and Samsung’s Galaxy S24 smartphones.
Incoming: “AI phones”... Companies have been racing to bring AI tech to smartphones — or at least, to market it. After years of camera upgrades and new emojis, AI could be the next smartphone upselling point. Samsung showed off new “powered by Galaxy AI” S24 phones in January. Smartphones have used AI for years, but the difference now appears to be generative AI tools and AI functions that are pre-downloaded (think: ChatGPT-like features, offline).
Erase my ex from pic: Samsung’s S24 phones offer features like generative photo editing, genAI wallpapers, and live translation of calls and texts in other languages.
iAI: Apple has been working on its own AI model, but insiders told Bloomberg that its tech is still inferior to rival models like Gemini and GPT-4 — hence the licensing talks.
When in doubt, source it out… Companies have been sinking billions into AI, with no way of knowing when (or if) it’ll pay off. By outsourcing AI to Google, Apple can stay focused on the thing that’s kept it one of the world’s most valuable companies: hardware. It’s also outsourcing through acquisitions: Apple’s the top buyer of AI and machine-learning startups.