Apple is set to change the game in artificial intelligence (AI) by exploring partnerships with several major players in the tech industry. The Wall Street Journal reports that Apple plans to integrate third-party large language models into its upcoming Apple Intelligence system. In addition to ChatGPT, Apple is in discussions with Meta, the parent company of Facebook, and Anthropic, the creators of Claude AI. Furthermore, Reuters has revealed that Apple is also considering collaborations with Google to bring the Gemini AI to Apple devices and AI developers in China, despite Google’s products being banned there. It’s important to note that official agreements have yet to be finalised, and negotiations could still fall through.
A new approach to AI partnerships
Apple’s strategy for these partnerships is quite unconventional. Instead of paying to integrate these AI models, Apple aims to leverage its extensive market share and the reach of its wide array of digital devices to act as a distribution platform for its partners. This approach not only allows Apple to incorporate a variety of models into its system, reducing its dependence on a single partner, but also presents a unique opportunity for AI developers. They will have the chance to sell premium subscriptions for their models through Apple Intelligence, potentially increasing their revenue and market exposure.
This strategy marks a significant shift for Apple, a company renowned for its in-house development of groundbreaking technologies, such as Apple Silicon. Historically, Apple has been reluctant to collaborate with competitors, except in matters of public safety. Apple is departing from its usual playbook by considering partnerships with multiple third-party AI developers. This move is anticipated to benefit both Apple and the developers. Apple gains unprecedented flexibility in the variety and scope of its products’ AI models. At the same time, developers access a vast user base and enhance their reputation through association with Apple’s high standards.
Potential impacts and future steps
It is unclear whether all these developers will receive the same level of access to Apple’s operating systems as OpenAI reportedly enjoys. Nevertheless, this initiative signifies a potential win-win scenario for Apple and its partners. The developers gain substantial market exposure and validation, while Apple can offer diverse and advanced AI capabilities across its devices.
This development could lead to a significant shift in how AI technologies are distributed and monetized. If successful, Apple’s model could set a new standard in the tech industry, where platform powerhouses leverage their reach to distribute third-party technologies. This potential shift in industry dynamics is a key point to watch as these talks progress, anticipating a new era of AI integration led by one of the industry’s most influential players.
