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Apple is reportedly in talks with Google to integrate its Gemini AI in iPhones, Bloomberg reports, a move that should help both companies compete with OpenAI and its (heavily invested) partner Microsoft. While it might seem like an admission that Apple is lagging behind on AI, the partnership fits if you think of generative AI models as an evolution of web searching, something Google already provides to all of Apple's devices. According to the report, Gemini could be the cloud-based generative AI engine for Siri and other iPhone apps, while Apple's models could be woven into the upcoming iOS 18 for on-device AI tasks.
Bloomberg notes that Apple has also had discussions with OpenAI about using its own models, and it could still end up partnering with another AI outfit, like Anthropic. Apple could conceivably even work with multiple partners until its own generative models are up to snuff. But teaming up with Google makes the most sense, especially since the search giant is already giving Apple millions to bring search to the Safari browser.
Apple needs some sort of generative AI solution that it can implement this year (its own Ajax model will likely take years to match Gemini and OpenAI), and Google needs a quick way to bring its AI smarts to billions of devices.
There are regulatory concerns to consider — the
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"Advancing the new era of work with Copilot," says the headline for the announcement page. It follows with "Tune in here for the latest in scaling AI in your environment with Copilot, Windows, and Surface." That's about it as far as any substantive information goes, aside from the fact that the event will be starting at 9 a.m. Pacific time, noon Eastern.
That's all there is, there isn't any more…until March 21st.
Microsoft
I find the very deliberate order of that promo illuminating — Microsoft literally gives the headline to Copilot, while Windows and Surface get "also starring" roles at the end of the text. Eve
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