By 
Towards the end of Apple’s WWDC 2024 keynote, the company unveiled their partnership with OpenAI. This partnership would leverage OpenAI’s ChatGPT AI to help power some of the new Apple Intelligence features that would making its way onto iOS, macOS, and iPadOS. But it seems that Apple isn’t closed to the idea of using Google Gemini as well.
In a followup interview moderated by iJustine, Apple executive Craig Federighi revealed that Apple is hoping to eventually allow users to choose different AI models according to their needs.
At the moment, OpenAI is the only option available to users, but Apple seems open to the idea of using other AI models down the road, such as Google Gemini. He specifically mentions Google Gemini, but don’t get your hopes up just yet. He notes that Apple has nothing to announce right now, but it’s a direction that they’re hoping to take.
Our take
It’s actually an interesting approach. Apple has famously been stubborn when it comes to relying on third-party services. The company has notoriously maintained its walled garden approach, choosing to use their own apps and services where possible.
We get it. Apple controls both the hardware and software for its products, so using their own services will give them greater control and a deeper integration. It’s not a bad thing for users either, but the problem is that Apple has mixed results when it comes to their own services.
For instance, back in 2008, the launch of MobileMe was a disaster which Apple’s late co-founder and former CEO Steve Jobs admitted. Then there was the launch of Siri, the virtual assistant designed to revolutionize the way we interacted with our phones. That proved to be quite a disaster as well, even until today where Siri pales greatly in comparison to its competitors.
Let’s not forget the massive bungle that was Apple Maps. Designed to reduce reliance on third-party apps like Google Maps, it ended up doing the opposite where Apple’s current CEO, Tim Cook, had to issue a public apology and point users towards rival services.
Apple now deciding to partner with OpenAI and being open to the idea of collaborating with more companies seems like quite a shift in attitude. It almost feels like they’re acknowledging that what they have now isn’t quite up to par and they’re willing to work with others.
We wouldn’t be surprised if further down the road, Apple’s own AI will become good enough (by their standards) where they will close the doors once more. But for now, it’s actually quite a pleasant surprise that they’re willing to do what it takes to provide the best user experience.
Comments