Apple Talks with Google, DarwinAI for AI Expansion

Apple makes potential entry into the generative AI space, possibly through integrating Google’s Gemini AI engine into iPhones.

With the tech world still abuzz about generative AI’s potential, Apple is in a prime position to put its own spin on the technology. Adding Google’s Gemini AI engine to the iPhone is supposedly something the business is discussing. 

“The App Store and Apple Services, with their nearly 2 billion loyal and affluent customers, will lead to them investing in AI for developer tools for app development, app content, and a category that’s eluded Apple forever, search,” said Michael Jaconi, CEO of the AI marketing tech company Button, telling the media what Apple’s biggest moat is. “It’s fantastic that Apple is getting $18 billion from Google, but no one is making money off of artificial intelligence search right now. “Why not seize the future of search when you’re already dominating the market?”

Apple’s AI Initiative

The New York Times reports that talks between Apple and Google are still in their preliminary phases and that the specifics of any potential deal have not been agreed upon. They are also looking into potential partnerships with other AI companies to use a powerful language model that can handle large data sets and create text on its own.

Investors should rest easy knowing that Apple’s AI efforts have the backing of CEO Tim Cook. Its main rivals, Google and Samsung, have already included Gemini in their newest smartphones, so it faces stiff competition.

Silently but surely, they are expanding their AI offerings. According to recent reports in Bloomberg, they quietly bought the Canadian startup DarwinAI at the start of the year. The most recent addition to a string of comparable acquisitions, DarwinAI follows their purchase of 32 AI firms in 2023, as revealed by MacRumors.

DarwinAI’s advancements in making AI systems more efficient and small have earned recognition. The business has also created AI technologies to improve manufacturing processes’ visual component inspection. Bloomberg reports that Apple’s staff has effectively incorporated several individuals from DarwinAI, including Alexander Wong, the co-founder.

Possible Impact of Apple’s AI on Retail

Investments in artificial intelligence by this tech giant might have far-reaching consequences, especially in the business world. 

Jaconi stated, “Deep within Apple, there is a conviction that the future lies in business models that propel commerce and have tangible benefits for app developers and advertisers.” Further, he mentioned that, “As they continues to forget loyalty from the most affluent online shoppers, they will invest in AI to make commerce on their devices (and in-store with Apple Pay) easier, as this will contribute to their flywheel.”

According to Jaconi, more AI-powered, intuitive shopping experiences could be on the horizon, thanks to their influence. This, in turn, could bring in more app developers, which would boost app installs, app store income, and user numbers. 

If they can get people to use AI, it would be the most fascinating thing. By allowing seamless AI integration into iPhone search and Siri operations, they might enable consumer adoption at an unparalleled scale, according to Jaconi. “At a rate no other company could match, we’re unlocking AI-powered app connections that manage your digital and physical lives. If this were to happen, they would find the idea of using the iPhone as a universal remote control more tangible.