Can Google or Open AI save Apple's investment in an AI assistant in the iPhone?

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Battle of the Giants. Where should Apple turn to become a winner in the generative ai arms race?

Photo: TT and Unsplash

Will it be Google's or Open AI's technology that drives new ai services in the next iPhone? It remains to be seen. One thing is for sure: Chat GPT's success has given Apple a kick in the butt.

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Apple's annual developer conference World Developer Congress (WWDC) is a given opportunity for the iPhone manufacturer to tighten the bow – and show off upcoming software and new ideas.

The stakes for this year's edition of WWDC are sky high. And there are many indications that new AI technology will be high on the agenda this year.

The bet on the assistant Siri no success

With the Chat GPT service, Microsoft-backed Open AI changed what private users can expect from ai-based services.

Apple, and arch-rival Google, have long invested large sums in digital voice assistants, such as the iPhone's Siri. Despite the fact that the said service has been around for over a decade, Siri can still be perceived as wing-clipped in relation to what Chat GPT is capable of.

Gemini is Google's answer to Chat GPT, and since its launch, the advanced AI language model has come in versions that can be installed on select Samsung Galaxy phones, as well as some Google Pixel models, which are the search giant's proprietary mobiles.

Rumor: Apple targets Chat GPT challenger

Now there are rumors that Apple is looking for a strategic partner that can help the company turbocharge the next iPhone with, for example, a conversation robot similar to Chat GPT.

According to the Bloomberg business magazine for Apple right now talks with both Google and Open AI about possibly licensing their ai models.

Apple is said to have its own chatbot that goes by the name Ajax GPT.

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Several acquisitions – before WWDC 2024

Tim Cook, Apple's CEO, has spoken on several occasions recently that the technology company will invest heavily in new AI technology – which is an investment that he believes can “shape the future”, writes Business Insider. The company has also made several acquisitions of young ai companies. A recent example is Darwi AI, which was purchased in March and develops solutions to streamline ai models. Apple has reportedly plowed a billion dollars into the development of a major language model codenamed “Ajax GPT”.

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The technology from Darwin AI could be used to create faster and less resource-intensive versions of Ajax GPT, Chat GPT or Google Gemini, depending on whether Apple chooses to license the technology, or develop it itself. A mini version of, for example, Ajax GPT or Chat GPT could possibly even run locally on the next iPhone, without the ai service constantly connecting to access computing power in the cloud.

Ios 18 give new life to Apple's AI efforts

WWDC 2024 will take place Monday 10 June – Friday 14 June. There will be no news about the next Apple mobile phone, probably called the iPhone 16, this summer, as the phones are usually launched in the fall. However, the company will probably put a lot of effort into showing off Ios 18, the next version of Apple's mobile operating system.

Apple has long used machine learning for, among other things, image analysis, recommendations in iOS and automatic correction of photos. However, the company has so far not made any sharp launch of services based on so-called generative AI, which can create everything from long texts and images, to programming code and music, based on massive amounts of pre-trained data.