Apple may expand its new Apple Intelligence Artificial Intelligence (AI) features with models built by Meta, according to a Wall Street Journal report. The two tech giants are believed to be discussing the integration of Meta’s generative AI services into iOS 18 and next-generation iPhone models.
The WJ report cites conversations Apple has started with most of the big names in AI, including Google (Gemini), Anthropic (Claude), and OpenAI (ChatGPT). Plans for Apple Intelligence with free ChatGPT access and GPT-4o integration were mentioned in the flurry of Apple Intelligence news at WWDC this year. That’s clearly a non-exclusive arrangement if there’s a Meta collaboration going on.
Apple’s interest in Meta’s Llama 2 and Llama 3 major language models makes sense for both sides of any deal. Meta could bring its AI to the vast global network of iPhone users, while Apple could tout Meta’s AI features as another selling point for the iPhone. And while both Meta and Apple have some deals with OpenAI and its main backer, Microsoft, an alliance between the two could help build a competitive alternative, even if OpenAI and ChatGPT might be what people initially call generative AI.
Mutually beneficial
For Apple as a hardware platform, it is especially good to expand the available AI model choices. That way, Apple can use iPhones as an AI hub and switch between models depending on what people want the AI to do. Apple made that goal explicit at WWDC this year when it announced its deal with OpenAI to offer ChatGPT on Apple products.
“We wanted to start with the best, and we think OpenAI’s ChatGPT and their new 4o model represent the best choice for our users today,” Apple’s Senior Vice President of Software Engineering Craig Federighi explained at the event. “We think that people may ultimately have a preference for certain models that they want to use – perhaps one that’s great for creative writing, or one that they prefer for coding, and so we want to enable users to ultimately customize the model of their choice and we look forward to integrations with models, such as Google Gemini for example, in the future.”
Any speculation about how Apple Intelligence will change thanks to Meta is premature, but the fact that it’s happening at all might surprise some. Meta’s ad revenue took a hit after Apple changed its policy to give users more control over their data in 2021. Requiring user consent before tracking data in other apps and websites cost Meta billions of dollars and prompted Meta to release a method for advertisers to get around Apple’s problems. service fees for promoting advertising posts. The stakes of these corporate battles are apparently no match for the expected AI revenues of Apple and Meta, and both now seem eager to let bygones be bygones.