If you've been disappointed by the current AI options on Apple devices, there's promising news ahead. Apple is expected to announce “at least” one new AI deal this autumn, likely with Google Gemini, as per Bloomberg's Mark Gurman in his latest Power On newsletter.
A new AI partnership is on the horizon
Rumours about Google Gemini's inclusion in iOS 18 have been circulating alongside OpenAI's ChatGPT. Apple's software chief, Craig Federighi, hinted at a potential Google partnership after their recent keynote. Additionally, Anthropic has been mentioned in these discussions, with a possible announcement later this year. However, Meta's Llama chatbot was not considered due to its lower quality.
Apple is focusing on more than just chatbot integrations. The company will introduce Apple Intelligence, an advanced AI system, in beta this autumn. Apple aims to monetize AI through direct profits rather than just using it to enhance hardware features. According to Gurman, subscription-only Apple Intelligence features could eventually be introduced.
Future AI developments
The subscription features are expected to launch after some time. Initially, Apple Intelligence will be available only on the iPhone 15 Pro and Pro Max. It remains to be seen whether the first version of Apple Intelligence will be compelling enough to drive major iPhone upgrades. The effectiveness of these new features is yet to be determined. Meanwhile, Apple will still profit from in-app purchases related to subscriptions for its AI partners' chatbots.
Third-party AI services may temporarily fill the gap for Apple as it slowly rolls out its proprietary generative AI system. This development offers consumers more choices, even if those choices involve various forms of algorithmic data reconstruction.
Apple's anticipated deal with Google Gemini and potential future partnerships with other AI companies highlight its commitment to expanding AI capabilities. This strategic move could enhance the user experience on Apple devices and create new revenue opportunities for the company.
