Apple is reportedly in talks with Google to integrate Google’s AI system, Gemini, into iPhones and other Apple devices, according to a Bloomberg report. This potential partnership would mark an important shift for both tech giants.
Apple is known for its fiercely independent approach to hardware and software development. “Analyst Mark Gurman, citing sources familiar with the matter,” says the report, “suggests that Apple is looking to potentially integrate generative AI features powered by Gemini into iOS 18 for iPhones released later this year.”
Why the Change of Heart?
While Apple has been developing its own AI models, codenamed Ajax, reports suggest it may lag behind competitors. Gurman states that “Apple’s AI enhancements might focus on features that operate on its devices rather than delivered via the cloud.” This could explain their interest in partnering with Google, whose Gemini system is a cloud-based solution.
Benefits and Concerns
For Google, a deal with Apple could provide significant exposure for Gemini, potentially granting them access to billions of new users across Apple’s vast device ecosystem. However, the report also raises concerns about antitrust scrutiny. With both Apple and Google already dominating their respective tech spheres, increased collaboration could raise eyebrows with regulators.
Apple recently made a strategic move in artificial intelligence (AI) by acquiring DarwinAI, a Canadian startup specializing in creating smaller, more efficient AI systems. Although not officially announced, this acquisition is evident from several DarwinAI employees transitioning to Apple’s AI division, according to industry sources.
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