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Apple’s Potential Collaboration with Google for Advanced AI Features: A Leap or a Lag?

Reportedly, Apple plans to bring Google's Gemini generative AI technology to the iPhone, in addition to considering adopting OpenAI's ChatGPT.

According to boss Tim Cook, Apple has been working hard to improve its artificial intelligence features, which will roll out by the end of 2024.

Bloomberg reports that Apple's AI features could ultimately be strengthened by a combination of first- and third-party AI models.

Apple's model could support generative AI on devices running iOS 18, which will arrive later this year.

Meanwhile, cloud-based AI features such as text and image generation can be done through partnerships with companies like Google.

If the collaboration with Google is carried out, Apple will not be the first company to attract the internet giant to provide AI features on its cellphones.

Of course the first one is Samsung, which added a series of Galaxy AI branded features to its Galaxy S24 smartphone, which uses Google's AI technology.

The Pixel 8 also flaunts Google's AI features. As for Apple devices, there is still no certainty whether Google's AI technology will actually be integrated into them.

What we already know is that Google Search has become the default search engine on Apple devices, as part of an $18 billion per year agreement.

But the deal was seen as problematic by regulators, who accused Google of using it to fraudulently consolidate its search engine market position.

The potential for new collaboration in the field of AI between the two companies could increase the popularity of Google's AI tools through the 2 billion iPhones spread across the market.

However, this risks giving rise to the opinion that Apple's generative AI technology lags behind its competitors.

Apple actually has its own internal chatbot which it calls Apple GPT. Even though it packs its own large language model codenamed Ajax, the technology it uses is reportedly still inferior to its competitors.

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