Published on March 25, 2024, 6:30 am

Apple is currently exploring the integration of generative AI from various partners such as Google, OpenAI, and Anthropic into its upcoming iOS 18 operating system. Talks have been most active with Google in the USA and Baidu in China. This move could potentially see Apple collaborating with multiple vendors instead of committing to an exclusive partnership, a decision that seems strategically wise considering the antitrust scrutiny both Apple and Google are under.

By incorporating generative AI services like Google’s Gemini chatbot and their own AI engine into iOS 18, Apple aims to enhance user experience and functionality within its operating systems. The specifics of these partnerships are still being negotiated, but it is speculated that Apple might follow a similar approach to choosing search engine providers for web browsers.

The rationale behind Apple’s shift towards external partnerships for crucial features like generative AI rather than developing them in-house remains a question. One plausible explanation could be linked to the lucrative nature of deals like Google paying around $20 billion annually to be the default search engine on iPhones.

Furthermore, as Apple navigates through enhancing AI capabilities while prioritizing user privacy, decisions regarding the balance between these aspects are critical. With expectations of unveiling more insights on AI at WWDC 2024 alongside iOS 18, Apple’s stance on integrating advanced technologies with privacy safeguards is highly anticipated.

In conclusion, Apple’s engagement with generative AI from diverse partners signals a strategic move towards innovation and collaboration within the realm of artificial intelligence. This development signifies a shift towards embracing external expertise while upholding user privacy and operational excellence in upcoming iOS updates like iOS 18.


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