As Apple prepares to announce its AI plans for the iPhone, a potential partnership with Google looks set to be bolstered by a similar deal with China’s Baidu.
With every flagship Android handset launch promoting generative AI, Apple’s iPhone 15 family has been left behind in the marketplace. While AI can be found in software (such as image processing or predictive text input), generative AI will not be added until the next version of iOS. Thankfully, iOS 18 is expected to launch at this summer’s Worldwide Developer Conference and be available on the next-generation iPhone 16 family.
Like most smartphone manufacturers, Apple will focus on on-device and in-the-cloud AI processing. Tim Cook and his team will undoubtedly leverage Apple’s public reputation for keeping as much data on a device as possible for local processing. Still, Apple will need to use the cloud for AI applications that require significant processing.
Apple is reportedly working to partner with Google to use its Gemini generative AI service to do just that. While working with the company that drives the adoption of the rival Android OS, they work together in several areas, such as ensuring Google is the default search engine (which it pays handsomely for). Google will no doubt be attracted to the tens of millions of AI-using iPhone owners Apple could bring to them, a vital resource as it looks to establish its AI system over rivals such as OpenAI; Forbes’ David Phelan has more on this.
Due to several factors, including coal regulations and the vetting required of any generative AI modem by government regulators, Google’s Gemini is unavailable in China, so an alternative must be found. The Wall Street Journal’s Raffaele Huang reports that Apple has opened negotiations with China’s Baidu to include its cloud-based AI services for the upcoming iOS 18 and iPhone 16 family.
Apple will not be alone in going down this route. The recent Galaxy Unpacked saw Samsung reveal not only the new Galaxy S24 family but also the Galaxy AI services… parts of which use Google Gemini. And its solution to offer AI services in China? Baidu.
I’m curious to see how Apple will differentiate its AI services at a technical level when they are built on top of the same technology as its rivals.
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