Apple seeks rival Meta’s help to enhance ‘Apple Intelligence’

Key Points

• Apple in talks with Meta: Apple is reportedly discussing integrating AI technology from Meta, Facebook’s parent company, into its upcoming “Apple Intelligence” suite.
• Catching up in AI race: This move comes amid pressure on Apple to compete with Microsoft and Google’s advancements in artificial intelligence.
• OpenAI partnership secured: Apple already has a deal with OpenAI, creator of ChatGPT, to bolster its AI offerings.
• Privacy concerns with powerful AI: A key challenge for Apple is incorporating powerful AI features while maintaining user privacy, a core selling point for their products.
• Generative AI on the rise: Analyst estimates suggest a surge in generative AI-equipped smartphones, from 16 per cent in 2024 to 54 per cent by 2028.

 

Apple is reportedly in talks with Meta, Facebook’s parent company, to incorporate the social media giant’s generative AI technology into its products, especially Apple Intelligence, according to a Sunday report by the Wall Street Journal.

This move is part of Apple’s strategy to enhance its AI capabilities and keep pace with industry competitors.

The report follows news of Apple’s collaboration with OpenAI, the creator of ChatGPT, aimed at bolstering Apple’s AI offerings under its Apple Intelligence suite. This partnership highlights Apple’s efforts to integrate advanced AI features into its popular products.

Also read: AI revolution for iPhones? Apple integrates OpenAI’s ChatGPT, unveils ‘Apple Intelligence’

Amid a competitive landscape, Apple has faced increasing pressure to demonstrate its AI strategy, especially after Microsoft and Google rapidly introduced their AI advancements.

While Apple has developed its own AI technology, Apple Intelligence, it is also seeking external expertise from companies like OpenAI to strengthen its in-house solutions.

Sources cited by the Wall Street Journal reveal that Meta has been in talks with Apple about integrating its generative AI model into Apple’s AI framework.

In addition, Apple’s Senior Vice President of Software Engineering, Craig Federighi, mentioned in early June that the company is interested in incorporating capabilities from Google’s generative AI system, Gemini, into its devices, according to AFP.

One of Apple’s significant challenges is integrating ChatGPT-style AI into its products without compromising user privacy and security, which the company heavily promotes. Analysts point out that this is a critical balance Apple needs to maintain.

Also read: Elon Musk threatens Apple device ban over OpenAI partnership

Apple Intelligence aims to offer features such as custom emoji creation based on user descriptions and generating brief summaries of emails.

Additionally, Siri, Apple’s voice assistant, is set to receive an AI-powered upgrade and will now appear as a pulsating light on the home screen’s edge.

Introduced over 12 years ago, Siri has been seen as outdated compared to newer AI assistants like OpenAI’s GPT-4. The planned enhancements aim to revitalise Siri’s functionality.

Also read: Apple releases iOS 18 for iPhone: Here’s all you need to know

Market research firm Canalys predicts that 16 per cent of smartphones shipped this year will feature generative AI capabilities, with this figure expected to rise to 54 per cent by 2028. This trend underscores the growing importance of AI in the smartphone industry.

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