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Apple is reportedly in \u201cactive negotiations\u201d with Google to bring its Gemini generative AI technology to the iPhone, Bloomberg <\/em>reports<\/a>, and has also considered using OpenAI\u2019s ChatGPT.<\/p>\n<\/div>\n CEO Tim Cook has already confirmed<\/a> that Apple is spending \u201ca tremendous amount of time and effort\u201d on artificial intelligence features, and plans to release them to its customers \u201clater this year.\u201d Bloomberg\u2019s<\/em> report suggests that the AI features built into Apple\u2019s products could eventually be powered by a mix of first- and third-party AI models. Apple\u2019s models could power on-device generative AI with iOS 18, releasing later this year, while cloud-based AI features like text- and image-generation could come via partnerships with the likes of Google.<\/p>\n<\/div>\n If a Google deal comes to fruition, Apple wouldn\u2019t be the first company to have tapped the search giant to provide AI features on its phones. Earlier this year Samsung added a series of Galaxy AI-branded features to its Galaxy S24 smartphones, which are powered by Google\u2019s AI technology<\/a>. Google\u2019s AI also appears prominently on its own Pixel 8 devices<\/a>. The potential branding or implementation of Google\u2019s AI tech into Apple\u2019s devices is yet to be decided.<\/p>\n<\/div>\n A potential AI deal between Apple and Google could expand the reach of Google\u2019s AI tools to the over 2 billion iPhones Apple currently has in the market. But Bloomberg<\/em> notes that it risks being a concession from Apple that its own generative AI technology is lagging behind its competitors. Apple employees have apparently been testing an in-house chatbot called Apple GPT, and the company reportedly has its own large language model codenamed Ajax, but Apple\u2019s AI tech is said to be less advanced than the competition.<\/p>\n<\/div>\n