Apple’s AI ambitions could include Google or OpenAI

The iPhone 15 Pro (blue titanium) and 15 Pro Max (white titanium) standing next to one another. — *Last year’s iPhone 15 Pro and Pro Max.* | Photo by Vjeran Pavic / The Verge

Apple is reportedly in “active negotiations” with Google to bring its Gemini generative AI technology to the iPhone, Bloomberg reports, and has also considered using OpenAI’s ChatGPT.

CEO Tim Cook has already confirmed that Apple is spending “a tremendous amount of time and effort” on artificial intelligence features, and plans to release them to its customers “later this year.” Bloomberg’s report suggests that the AI features built into Apple’s products could eventually be powered by a mix of first- and third-party AI models. Apple’s models could power on-device generative AI with iOS 18, releasing later this year, while cloud-based AI features like text- and image-generation could come via partnerships with the likes of Google.

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