Evolving AI in smartphones: a closer look at Apple and the race to integrate Gemini
Apple is pursuing AI adoption in its mobile devices. Bloomberg reports that the tech giant is in talks with Google to embed the Gemini generative AI engine into the iPhone. Such a move could shake up the tech industry and set a new standard for on-device intelligence.
Reports indicate that internal documents suggest new AI features could appear later this year, though terms of any potential deal or the exact improvements Gemini would bring have not been disclosed. It is considered unlikely that Apple will announce a formal partnership before June, when the company holds its annual developers conference.
Gemini is Google’s advanced AI platform. In early December, Google unveiled a multimodal system capable of answering user questions and generating images or audio from written prompts, highlighting the breadth of its capabilities.
A win‑win strategic outlook
Apple has also discussed possibilities with OpenAI, the maker of ChatGPT, with the possibility that iPhones could run that model as well. Bloomberg sources say OpenAI is backed financially by Microsoft and has emerged as a leading competitor to Google in the generative AI space. Extending this technology to more than 2 billion Apple devices would represent a pivotal move for Apple’s ambitions.
The mobile sector is increasingly betting on AI to shape its future. Samsung, a major rival that previously licensed Google’s AI to power the Galaxy S24, and Chinese upstart Xiaomi are among the players pushing rapid AI-enabled upgrades in smartphones.
Bringing this level of AI to iPhones would help normalize the technology across an expanding range of devices, while potentially offering a boost to Apple’s position. Investors have shown concern about AI leadership, contributing to a notable drop in Apple’s stock in 2024 while competitors continued to surge. The company, led by Tim Cook, has thus faced fierce scrutiny as it navigates this fast-moving field.
As the industry pushes forward, the integration of generative AI into mainstream devices could redefine user experiences, content creation, and on‑the‑go problem solving. End users may soon see more natural language interactions, real-time media generation, and smarter on-device features that respect privacy and performance constraints. The broader ecosystem, including app developers and platform partners, will adapt in response to these shifts, influencing product roadmaps and competitive dynamics in North America and beyond.