The upcoming Apple iPhones might undergo an artificial intelligence enhancement courtesy of Google, the search engine behemoth.
According to Bloomberg’s report on Monday, Apple is in talks with Google regarding a prospective deal to integrate Google’s Gemini AI engine into future iPhone models.
As of now, neither Apple nor Google have officially acknowledged the existence of such an agreement. Requests for comments from both companies on Monday went unanswered.
“What matters here is that Apple may receive or retain some payment from Google for the privilege, especially if it helps Google keep more search revenue,” analysts at Melius Research said in an investors’ note.
“For Google, it would be a reputational win versus Microsoft and OpenAI, after a series of missteps in launching reliable AI products.”
However, discussions between Apple and Google do not guarantee a forthcoming agreement. Bloomberg revealed that Apple has also engaged in conversations with Microsoft’s OpenAI regarding potential collaboration.
Google and Microsoft have been engaged in a fierce competition for supremacy in generative AI, a field that gained widespread attention in 2023 with the emergence of OpenAI’s ChatGPT.
This technology has since attracted businesses and users alike, reshaping work and entertainment landscapes.
Concerns from policymakers and tech firms about AI’s swiftly evolving societal impact have been mounting.
At present, Google and Microsoft are vying for dominance in the market, viewing a partnership with Apple as pivotal to their objectives.
Industry analysts suggest that Apple’s discussions with Google are aimed at enhancing its upcoming iOS 18, in preparation for its anticipated product unveiling event slated for June. Should the talks result in a pact, Apple stands to gain access to Google’s Gemini AI application, as per Bloomberg’s undisclosed sources.
“We believe the company is looking to upgrade Siri, augment the App Store for AI developers and foster edge processing on its devices for faster, secure experiences,” Melius Research analysts said.
However, Google’s Gemini encountered setbacks since its rebranding last month. In February, the search giant suspended its Gemini artificial intelligence chatbot’s ability to generate images due to concerns over inaccuracies.
Instances included depictions of Nazi soldiers as Black and Asian individuals and popes portrayed as female, prompting an apology from the company.
Dan Ives, senior equity research analyst at Wedbush Securities, emphasized that the potential deal primarily revolves around Apple’s desire to enhance iPhone sales.
“For Apple, this will give them the foundation and technology blueprint to double down on AI features currently being developed within Apple Park to make sure that iPhone 16 will be a potential game changer iPhone release around AI functionality,” Ives said.
