Apple's ambitious AI adventure: iOS 18 to blend proprietary and rival tech

In the context of artificial intelligence at Apple, the internet is brimming with conflicting reports. Are these leaks reliable? It appears that each one holds a kernel of truth.

In the autumn of last year, there were reports that Apple was investing £2.4 million daily in developing a large proprietary language model. Ajax is expected to directly compete with models such as GPT from OpenAI, Gemini from Google, or Llama from Meta.

In March 2024, information surfaced that Apple was discussing a deal that could transform the industry with Google. Reports suggested that the generative AI functions in iPhones were based on Gemini technology – the same technology already used in the Google Pixel 8 and flagship Samsung models.

Then, in May 2024, Bloomberg reported that Apple was nearing a deal with OpenAI. The latest information implies that the iOS 18 system will incorporate features based on ChatGPT.

Although the current leaks appear to be contradictory, each may be valid in its own right.

Mark Gurman from Bloomberg aimed to clarify the AI confusion. The journalist, who is well-informed about Apple's intentions, stated that the company aims to base its generative artificial intelligence on three pillars.

Some AI functions will be supported by a proprietary large language model running directly on the iPhone, and another set will operate through a proprietary large language model in the cloud. Meanwhile, the AI chatbot will be based on ChatGPT and possibly also on Gemini. Gurman suggests that Apple does not intend to create its own AI chatbot but acknowledges market demands and is considering acquiring an existing solution.

However, several questions remain unanswered even with the revelation of Apple's plans. If the iPhone's chatbot is to be powered by a rival engine, does this indicate that Apple's LLM is less advanced than GPT or Gemini? Does it also mean that features like photo editing or summarizing web pages will be less effective on iPhones than on competing devices?

Despite numerous unanswered questions, Apple has confirmed that AI topics will be addressed during the iOS 18 presentation at WWDC 2024. Answers to at least some questions should emerge on June 10.