Apple Inc. is reportedly in preliminary discussions with Google about incorporating the search giant’s generative artificial intelligence (AI) model, Gemini, into its next iPhone. This move signifies Apple’s intent to embrace the transformative technology that has revolutionized the tech industry.
The Potential Deal
The exact parameters of the potential deal remain undefined, with sources revealing that Apple is also in talks with other AI companies. The goal is to harness the power of a large language model capable of analyzing extensive data and autonomously generating text.
Apple’s CEO, Tim Cook, has assured investors of the company’s plans to introduce new generative AI capabilities this year. Notably, Apple’s smartphone competitors, Samsung and Google, have already integrated Gemini into their latest devices for video editing and audio recording summarization.
A Long-Standing Partnership
An agreement between Apple and Google on generative AI would extend one of the most enduring partnerships in the tech industry. Google has been a significant contributor to the iPhone’s success since its introduction in 2007, initially providing Google Maps for navigation and later becoming the default search engine on the iPhone’s Safari browser.
Filling the Gap
Google’s proposal to provide generative AI capabilities for the iPhone would be the latest instance of it filling a gap in Apple’s products. Apple’s efforts to develop its own large language model, the technology behind chatbots like ChatGPT and Gemini, have been lagging.
The Cost of Delay
Apple’s delay in releasing an AI product has proven costly. After a decade-long reign as the world’s most valuable public company, it was dethroned this year by Microsoft, which has aggressively pursued AI. The technology has been lauded for its potential to disrupt businesses and create trillions of dollars in economic value.
The Potential Player
Despite its delays, Apple has the potential to be a significant player in AI. With more than two billion devices actively in use, it is an attractive partner for Google and others. Its reputation for protecting customers’ private information could also be beneficial in a future where AI services help manage people’s calendars or health data.
A Win-Win Situation
A deal could bring the Gemini model to iPhones worldwide, giving Google access to a massive user base and making generative AI even more mainstream. Google could potentially have more consumers using its AI than its chief rival, OpenAI, which makes ChatGPT.
Apple’s selection of Google as an AI supplier would be a crucial vote of confidence in the search giant after several setbacks to its AI ambitions. Google’s first AI chatbot, Bard, debuted to middling reviews last March and struggled to attract as many users as ChatGPT.
The Future of AI
In a note on Tuesday, Bernstein Research analyst Toni Sacconaghi called an Apple-Google deal a “win-win,” giving Apple generative AI for iPhones and validating Google’s work on Gemini. He also suggested that Apple didn’t need to own an AI model on iPhones to profit from it and could instead take a commission from Google, which currently charges $19.99 per month for its Gemini Advanced app.
Companies haven’t yet cashed in on generative AI. The costs associated with running large language models in the cloud are staggering, and consumers and business customers are only starting to pay for the emerging technology. However, they are optimistic that profits will increase as the capabilities of AI systems improve and the costs decline for building the data centers to power the systems.
Regulatory Scrutiny
A new deal between Apple and Google could draw scrutiny from U.S. regulators. The Justice Department is in the final stages of a lawsuit against Google for harming competition by paying Apple to be the default search engine on the iPhone and other services. Judge Amit P. Mehta of U.S. District Court for the District of Columbia, who is presiding over the nonjury trial, is expected to deliver a verdict this year.
