Main points
- Apple lags behind in AI innovation compared to Microsoft and Google, but may integrate AI capabilities into iOS 18 through a potential partnership with Google.
- Financial gains are a key motivator for Apple’s partnership with Google, echoing the success of Microsoft’s past investment in OpenAI’s ChatGPT.
- Privacy concerns arise as Apple, which is known for prioritizing user privacy, may have to compromise by partnering with Google, a brand not known for the same level of privacy protection.
While Microsoft (read OpenAI) and Google have been battling it out in the AI space, Apple has been pretty quiet on the AI front. Although there are reports that Apple is developing various AI features and even has a project called “AppleGPT,” the company has yet to launch a final AI product. However, it appears that Apple will integrate many artificial intelligence features into the upcoming iOS 18 software upgrade through a partnership with Google.
According to a recent report Bloomberg’s Mark GurmanApple and Google are reportedly in “active talks” and the Cupertino giant will use Google’s Gemini model to implement some of the new features in iOS 18. While specific details about the partnership, including the terms and branding of the AI agreement, have yet to be determined, the companies are actively exploring the possibilities.
According to reports, Apple hopes that most of the artificial intelligence features in iOS 18 can run offline and on-device. However, for some features that require more powerful hardware, Apple reportedly wants to partner with a company that already has such capabilities, and is therefore considering working with Google on the Gemini model. But is this really a good move for Apple?
Artificial intelligence is clearly the future, and Apple is lagging behind
Artificial intelligence is clearly the future. This is a driving force in the industry right now, with most consumer tech brands looking for a way to integrate artificial intelligence into their products and services, not only to stay relevant but also to enhance their overall value proposition. In this regard, companies such as Microsoft and Google are already leading the way. Although Apple is rumored to be developing its own AI model (the company recently released details about its “MM1” AI model), the company has yet to unveil a final product.
Additionally, there are financial motivations, which play an important role for these companies. Take Microsoft for example. Since OpenAI announced the launch of ChatGPT (Microsoft is a major investor), the company’s market value has nearly doubled. Likewise, Google reaps similar benefits. Apple is likely looking to capitalize on this trend as well, so it could partner with Google to develop AI features in iOS 18. But is Google the right partner?
Google’s rocky road in artificial intelligence
Google has also had some problems with its AI products under Sundar Pichai. The Bard’s launch felt rushed compared to its competitors, and it received poor reviews when it was first announced. The company then showed off multiple AI innovations at I/O 2023 — using the word “AI” more than 150 times — and since then, in typical Google fashion, has killed off Bard in favor of a new name Gemini just last fall. Google seems to have been caught off guard by the rapid pace of development of OpenAI’s artificial intelligence products and feels the need to catch up.
However, despite the initial setback, Google has been working hard to improve Gemini and its artificial intelligence products. The company has been adding a little AI magic to all of its services, whether it’s Gmail, Google Sheets, or Docs, and the results have been overwhelmingly positive. The company is also working to incorporate Gen AI into its search. However, OpenAI has made huge strides in this area and even plans to launch a real-life text-to-video tool called Sora later this year. Currently, OpenAI appears to be leading the way in artificial intelligence.
Is it a wise choice for Apple to use Google’s artificial intelligence technology?
So, is it a good idea for Apple to use Google’s Gemini technology for AI capabilities, even though Google appears to be lagging behind its rivals? On the one hand, it seems logical for Apple to partner with Google, as Google has already partnered with Samsung to develop AI-based features in the latest Samsung Galaxy S24 series, bringing features like Circle to Search to search, a way to A real-time translator that works during calls, and a suite of photo editing features. So, given Google’s existing partnership with another major brand, it makes sense for Apple to choose the same brand for its AI capabilities on the iPhone.
However, the situation is not that simple. While Circle Search has earned rave reviews, other features like photo editing and real-time translation haven’t performed as well on the Galaxy S24 series. While Apple’s implementation may be different, the current implementation of Gemini AI on phones doesn’t inspire much confidence.
Some people are also concerned about privacy issues
Privacy concerns complicate the situation. Apple is known for prioritizing user privacy. Remember those iPhone privacy campaigns and the rollout of ad tracking tools that prompted Meta to change the way it tracks app user interactions. Yes, Apple goes a long way to protecting user privacy.
However, can Apple maintain the same level of user confidence by partnering with Google, a brand not known for prioritizing user privacy? While some users may be happy with this decision – and I’m sure Apple will explain in depth how data will be retained even though it will be processed in the cloud – some users may view this as a compromise on Apple’s part.
With WWDC just a few months away, Apple is reportedly seeking collaboration in the AI cloud space, likely with a deal with Google. Although there are also rumors of cooperation with OpenAI, Google seems to be the more likely choice at the moment. It remains to be seen how the situation develops in the coming months.
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