Apple and Google logos/Walla! system, Reuters / Yanon Ben Shoshan
Apple is known for its innovation and quality products.
But at the same time, in recent years, it stands out for its absence in the field of artificial intelligence (AI), while competitors such as Google and Microsoft, invest many resources in the development of advanced AI technologies.
Now, a new report from Bloomberg's Mark Gorman suggests that Apple may try to close the gap in this area by partnering with Google.
Gorman claims that the two companies are in advanced negotiations to use Google's Gemini, a large language model based on generative artificial intelligence, which will be used to develop new features in iOS 18.
According to the report, the parties have not yet finalized the terms of the agreement or the branding of the collaboration. in the field of artificial intelligence, and the manner of application has not yet been finalized.
Apple plans to launch iOS 18 later this year, and it appears that it will include significant new artificial intelligence capabilities for iPhones.
However, Gorman notes that Apple is currently focusing on features that will run on the device itself and do not require an Internet connection.
To enable more advanced cloud-based generative artificial intelligence features, such as creating images and writing essays based on a single prompt, Apple is looking for a partner with a large-scale hardware infrastructure and advanced computing capabilities.
For example, in the past it was reported that Apple conducted internal tests of the "Apple GPT" product.
The report claims that the two companies are in advanced negotiations to use Google/Google's Gemini
However, according to the latest report, Apple's technology is still not as advanced as the tools of Google and other competing companies, so cooperation seems to be the preferred option.
If the contacts do not mature, Apple may turn to another generative artificial intelligence provider, such as OpenAI, or turn to several partners.
It is important to mention that Google paid Apple billions of dollars over several years to keep its search engine as the default option in the Safari browser on Apple devices.
Still, the existing deal is also under regulatory scrutiny by the US Department of Justice and the European Commission, fearing it helps Google maintain a search monopoly.
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