Apple could change the AI landscape, but not how we expect

When Apple unveiled Apple Intelligence, it basically set a new standard for on-device AI. This is why the iPhone 16 series could be one of the best-selling iPhones ever. This upcoming phone could have a massive impact on the AI landscape, but it might not be because of Apple’s own models. Apple could revolutionize AI by how it uses other companies’ models. In fact, the iPhone 16 might be a game-changer for that very reason.

First, a little backstory

During WWDC 2024, Apple announced that it had partnered with OpenAI to integrate GPT-4o into iOS. This is for when the user requests something that Apple’s own on-device models can’t process. When it feels that it needs a little more power, it will ask your permission to reach out to GPT-4o.

While that’s the case, we also got the news that Apple was in talks with Google about integrating its AI as well. We originally thought that it wanted to integrate Gemini Nano into the system. However, it seems that Apple’s own models are plenty capable of handling things on their own. If Apple Intelligence needs to use Gemini for the same reason it uses GPT-4o, then we’re sure that it will reach out to Gemini 1.5 Pro models. At the time of writing this, Apple is most likely still in talks with Google if it isn’t already working on implementing it.

If Apple integrates Gemini into iOS, then it will give you the option to choose the model that you want to use. This is an interesting concept. We’re used to having the choice between different models but only from the same company. For example, if you’re a ChatGPT Plus subscriber, you’re able to choose between GPT-3.5, GPT-4 Turbo, and GPT-4o. The same thing goes for Google and its respective subscription services and models.

However, imagine choosing between Gemini and GPT-4o using the same platform.

Reaching out

As the reports go, Apple didn’t only tap Google and OpenAI for the role of the iPhone’s AI waiter. The company also talked to Meta to utilize its AI, according to The Wall Street Journal. We haven’t seen too much of what Meta’s AI can do, but it’s pretty capable.

As if that’s not enough, reports also point to Apple reaching out to Perplexity AI and Anthropic AI for much the same thing. The latter is the company that develops the Claude 3 model.

So, that’s five companies that Apple reached out to, and the jury is out on whether Apple will eventually partner with those companies to bring their AI over to the iPhone 16.

If so, then Apple could revolutionize the AI landscape

How so? Sure, we were all gawking at how impressive iOS 18 is with Apple’s own models. However, it’s not just about building a better model. Apple introduced Apple Intelligence as an overarching lifestyle improvement for iPhone users, not just a collection of models. This is why the company proudly claimed GPT-4o’s involvement as part of the Apple Intelligence experience. So, this is something that you’ll associate with the iPhone. This is important to remember.

It could solve an inevitable problem in the AI space

Every industry is populated with a myriad of companies trying to push their brands into every crevasse of our lives. With this comes brand identity, but it also brings massive fragmentation. There are things that you can get from some companies that you just don’t get from others.

You want to play Zelda: Tears of The Kingdom and God of War: Ragnarok; guess what, you need to buy two consoles. You want to watch all of your favorite Disney Movies and all of your favorite Nickelodeon shows; time to shell out for Disney+ and Paramount+. That’s just how the world works. It’s unavoidable for any industry.

Now, let’s talk about the AI industry. You love using Google’s Gemini, well there are several ways to access it. There are also separate ways to access ChatGPT. This is the same for Grok, Claude, Meta AI, etc. Each of these companies are developing their own models and implementing them into their own services. That’s just the natural progression of business. Each company is trying to offer the best service.

However, this is something that’s going to make using AI tools hard in the future. Each model is going to have its own strengths and something that no other model can do. When choosing what model to use, they’re going to have to either choose one, the other, or both. Also, some of these models have capabilities locked behind paywalls.

If you want the best from Gemini and ChatGPT, those are two separate $20/month subscriptions you’ll have to pay for. Other companies like Meta are looking for ways to monetize their AI as well.

The AI landscape is going to become a mess as people try to pick and choose which models offer the best experience across different services, subscriptions, sites, apps, and operating systems.

Wouldn’t it be great if there was something (or some phone) that could act as a central hub for AI models?

So, now we come back to Apple and iOS 18. Again, iOS 81 will tap OpenAI’s data centers if it needs to access more powerful AI. If Apple does cut a deal with Google, then you’ll have access to Gemini. This goes for any other companies that Apple has in its sights. What makes this significant is the fact that the iPhone could, ostensibly, be a hub to access different models to accomplish the same goals.

It could be the “Best of both worlds,” so to speak when selecting models. Rather than downloading ChatGPT, Gemini, and other apps just to have a choice, you’ll just need to choose from the available models.

If Apple does implement this sort of method, it might be onto something pretty big for the AI industry. It will also be big for Apple’s wallet. Right now, there’s no end-all-be-all way to access different models. You’ll have to use different apps, websites, operating systems, and browsers. That’s not to mention several subscription services. Apple Intelligence gives users access to GPT-4o, which is primarily a paid platform.

Imagine being able to access different forms of all on one platform. No jumping through hoops, dodging subscription fees, and avoiding extra apps. If this is the kind of thing that Apple is pushing, then it might just solve one of the biggest developing issues in the AI space.

But what about Apple’s models?

Here’s the thing: other companies are training their models to be the best and smartest on the market. This is to get more people and businesses using the models, sell access to the APIs, get subscription service fees, and feed those hungry investors. But, what’s the difference between Apple and other companies? Meta is primarily a social media and ad company, Google is mostly an ad company, Microsoft is a software company, OpenAI is an AI company, etc.

Apple is a HARDWARE company. Sure, it has software services, but it gains most of its money from the iPhone. None of the other companies make as much money from their physical tech as Apple does. So, there’s not as much pressure to craft the biggest and smartest AI model on the globe. Its priority is to build a smarter iPhone experience to sell more hardware.

Apple is working on its own models, yes, but it doesn’t need to stuff more parameters or tokens into them than Gemini or GPT-4o. It doesn’t need to revolutionize the AI industry. The models have already proven to give the iPhone a much-needed glow-up. They’ve already done their job.

So, there doesn’t seem to be too much pressure to wall off the iPhone from other models. The models that the company is using are powerful enough for on-device AI, and they’re only going to get better. However, the ability to reach out to other models seamlessly is also a part of Apple Intelligence; it’s something that you can’t get anywhere else.

Apple could bring some serious change

So, if Apple is able to combat the severe fragmentation throughout the AI landscape, then it could be ahead of the game. Creating a platform that gives you the choice between different models might be something that pushes AI forward.

While other companies push their models and services as the definitive AI model you should use, the iPhone could be the device to give you a truly integrated AI experience.

This is only speculation, of course. We’ll need to wait for this to play out. We also have to think about Apple as the company it’s always been. This is the company that sometimes has the most walled off walled garden. It took the threat of a multi-billion-dollar fine from the EU just for the company to open its precious App Store. Hell, don’t get us started on the whole green bubble vs. blue bubble argument!

So, there’s a chance that this could just be a pipe dream. However, if Apple doesn’t do it, another company, hopefully, will. AI is set to revolutionize….. humanity! If we want the dream of safe AI, it can’t be this huge profit-driven rat race between multi-billion and multi-trillion-dollar corporations.

Every company is delivering its own flavor of AI, and this means that there’s some serious fragmentation in the industry. Maybe giving people options and an integrated ecosystem to interact with models might be the thing to make AI just a bit better.