Apple and Google are discussing a possible deal that would bring Google’s Gemini generative artificial intelligence offerings to the iPhone.
Bloomberg first reported on Monday that Apple was in talks to license Gemini’s AI models for some new iPhone features.
Bloomberg pointed out that while a Gemini deal could give Gemini an edge in attracting billions of users, it may also be a sign Apple’s AI efforts aren’t quite as advanced as some had hoped.
Apple’s yearly developer conference, held in summer, and the product launch, in autumn, have caused a mismatch with the current pace of AI. According to Paul Schell, a global technology analyst at global intelligence firm ABI Research.
Apple has been developing its AI skills, but that doesn’t mean it’s not busy. “Behind the scenes, Apple has been busy developing its on-device generative AI capabilities and acquiring companies that will help it advance that technology — most recently with the acquisition of DarwinAI,” Schell told TechNewsWorld.
Tim Cook, Apple’s CEO, has also talked about generative AI as a way to prepare iOS 18.
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Rob Enderle – president and principal analyst at the Enderle GroupThe firm is a consulting services company in Bend, Ore.
He told TechNewsWorld that it was “amazing” because Siri had been one of the earliest digital assistants on the market. But, once launched, the company seemed to lose interest and this is why they were so far behind.
William Kerwin of Equity Analysts noted that a deal with Google may fit with Apple’s AI strategy. Morningstar Research Services Chicago
“We see Apple’s normal strategy as a cautious approach when it comes to announcements about generative AI,” he said. Apple has never been the first to market, but always focused on producing superior products.
“We hadn’t anticipated Apple would develop a proprietary AI model for licensing, but instead focus on how it can integrate generative AI in its products,” said he. This could be smaller Apple-built models that live on the edge or larger cloud-based ones.
“A potential licensing agreement with Google Gemini would align with this — outsourcing the model itself but focusing on integrating it into products like Siri.”
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Tim Bajarin is the president of Creative StrategiesThe firm, which is based in San Jose in California, said that Apple began using AI technology in their products in 1987, when they released the Knowledge Navigator. He added that Siri and Maps are both reliant on AI, and Apple’s own technology is used to develop AI-based solutions and apps.
He told TechNewsWorld that “delivering in-depth AI architectures on their own would be expensive. However, those base AI architecturals have already been built and are available for licensing.”
He said that “even if Apple had a Gemini-level product, it would likely not have the infrastructure needed to service its huge base of clients.” It is possible that Apple would license an AI engine from another company to build deeper, more Apple-specific products.
Apple and Google could both benefit from a Gemini licensing agreement.
Charles King is the principal analyst of Pund-ITA technology advisory firm located in Hayward, Calif.
Apple’s well-deserved reputation as a company that respects customer privacy will also be preserved, according to him.
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Ross Rubin is the principal analyst of Reticle ResearchA consumer technology advisory company in New York City.
“Google has a flavor of Gemini — Gemini Nano — that may appeal to Apple because it can run locally,” he told TechNewsWorld. “That’s a way to maintain privacy while enjoying the benefits of generative artificial intelligence,” he told TechNewsWorld.
Schell, from ABI, pointed out that Google has a head start with its Gemini models. These have been installed on all Pixel devices, and on Samsung Galaxy phones. Apple could offer its customers a fairly mature generative AI model on all or some of its products by partnering with Google.
“All major chipset vendors and OEMs are pivoting towards on-device generative AI as its productivity-enhancing data privacy value proposition is very convincing, and this is particularly relevant given Apple’s legacy in data privacy leadership,” he added.
He added, “As such, I expect a multitude of announcements about on-device AI generative at this year’s WWDC, which will apply to Apple’s PC, Tablet, and Smartphone offerings.” Apple’s WWDC — World Wide Developers Conference — usually occurs in June.
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Mark N. Vena said that Apple users would benefit from Gemini’s licensing agreement because it will integrate Google’s advanced algorithms into Apple’s ecosystem and enhance search functionality. SmartTech Research San Jose, Calif.
It could also reduce Apple’s time to market and development costs, as the company could use Google technology rather than build a similar capability itself.
Greg Sterling, cofounder of Near MediaTechNewsWorld was told by, an online news, analysis and commentary website.
How much revenue Google — which pays Apple billions a year to be the Safari web browser’s default search engine — would get from a licensing deal is an intriguing question.
Rubin said, “There could be no licensing money.” Google pays Apple for the privilege to run searches on Apple’s platform. Google receives access to anonymous data from iPhone users. This gives Google a comprehensive view of mobile activity. Google might be willing to give away their technology in exchange for continuing to improve their AI engine.”
Apple and Google didn’t respond to our request for comment on this story.
