Apple's AI gamble with iOS 18: Bridging giants and in‑house innovation

In the context of artificial intelligence at Apple, the internet is awash with conflicting reports. But can we rely on these leaks? It appears that each one holds a kernel of truth.

Last fall, it was reported that Apple is pouring $3 million daily into developing a substantial proprietary language model. This model, known as Ajax, is expected to compete with other major models like GPT from OpenAI, Gemini from Google, or Llama from Meta.

In March 2024, it emerged that Apple was negotiating with Google on a deal poised to transform the industry. The discussion centered on developing generative AI features for iPhones using Gemini technology—the same technology currently employed in Google Pixel 8 and leading Samsung devices.

Then, by May 2024, Bloomberg disclosed that Apple was nearing a deal with OpenAI. The latest scoop suggests that iOS 18 will incorporate features based on ChatGPT.

Although these leaks might contradict one another, each could be grounded in reality.

Mark Gurman of Bloomberg sought to clarify the AI confusion. The journalist, known for his insights into Apple's strategy, claims the company plans to ground its generative artificial intelligence in three main pillars.

Some AI functionalities will be supported by a proprietary large language model running directly on the iPhone, while another set of AI features will utilize a proprietary large language model hosted in the cloud. Meanwhile, the AI chat function is expected to be powered by ChatGPT and possibly Gemini as well. Gurman notes that Apple is not looking to develop its own AI chatbot from scratch but is exploring the market for an established solution to adopt.

Yet, despite these revealing insights about Apple's plans, questions linger. If the iPhone's chatbot relies on a competing engine, does this imply that Apple's LLM is inferior to GPT or Gemini? Might this also mean that features like photo editing or summarizing web content could be less efficient on iPhones compared to rival devices?

Despite the lingering uncertainties, Apple has semi-officially confirmed that AI developments will be discussed during the iOS 18 presentation at WWDC 2024. We expect to glean answers to some of these questions by June 10.