Apple is reportedly trying to emulate the same formula that Google deployed for putting Gemini AI on Pixel phones. But Apple’s approach might be more practical.
As Apple’s Worldwide Developers Conference (WWDC) inches closer, the chatter around the company’s AI work has taken a feverish turn. In a year when smartphone and computing brands have focused solely on AI niceties, Apple has been uncharacteristically silent around the AI hype — eliciting concern about the brand missing the train.
However, a new report has given us a closer look at how Apple’s AI dreams may come to fruition with its iOS 18 update later this year.New details on Apple’s AI plans
It seems Apple is very much in the game, but with a slightly different approach than its rivals. “Apple has been developing a large language model — the algorithm that underpins generative AI features — and all indications suggest that it will be entirely on-device. That means the technology is powered by the processor inside the iPhone, rather than in the cloud,” reports Bloomberg.
Rumors of an internal tool code-named “AppleGPT” have been circulating around for a while now. But it seems Apple hasn’t quite reached the level of finesse that the likes of Google and Microsoft (with OpenAI) have achieved with tools like ChatGPT, Copilot, and Gemini. This also explains recent reports claiming that Apple might license Gemini AI from Google – just like Samsung and OnePlus – for iPhones instead of serving a product that doesn’t quite stand out.
Or, to put it more accurately, it doesn’t live up to Apple’s standards. Generative AI tools, even those built atop the largest data sets out there, continue to fail in a rather spectacular fashion, at least in their early days.
