Apple is integrating artificial intelligence – Kommersant FM
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Shares of Apple and Google rose in price amid reports of a possible partnership: Tim Cook’s company intends to integrate Gemini artificial intelligence into the iPhone. Google shares rose by more than 7.5% on March 18, to $152. Apple quotes at the moment added 2.5% and cost $177. According to Bloomberg, Google’s chatbot could be built into the new iOS, which will be released this year. But antitrust regulators may interfere with the plans. Will the Apple-Google partnership happen? And what will come of it? Ivan Koryakin sorted it out.
Apple didn’t show up in the artificial intelligence race. It is not even included in the top twenty, which, by the way, included Yandex. Although Tim Cook’s company has its own developments, and the corporation intends to use them in its devices. But we are talking about built-in, not cloud-based solutions, and this is a big difference, explained the chief artificial intelligence architect of NRNU MEPhI Roman Dushkin:
“There is a product called Siri, which is very difficult to compare with the current state of large language models and flagships like ChatGPT-4, and Gemini, and Claude 3.
The same OpenAI trained GPT-4 for several years and continues to do so. Apple’s direct competitors are already starting to make money from this.”
On the other hand, how often does a corporation develop something from scratch? She did not invent the telephone or the touch screen, but she managed to become an innovator by simply combining and then improving other people’s technologies. Therefore, the search for a partner for the implementation of artificial intelligence is not a forced step, it fits well with Apple’s strategy, noted Sergey Zubarev, CEO of Sistemma:
“Artificial intelligence is not like a typical Apple product because it can’t just be improved upon, but built from scratch. And on this stage, it seems that the corporation is not yet ready for a breakthrough.
Theoretically, she has a chance in the current race, but is bypassing it. The only tactic that will definitely not lead to defeat is non-participation in competitions.”
Apple is discussing the implementation of AI not only with Google; negotiations are also underway with OpenAI. She, however, is already collaborating with Microsoft, and Kommersant FM’s interlocutors call such a partnership unlikely. Although the corporation has the right to choose the optimal solution for its operating system. In any case, the final product is unlikely to be unique in any way, says Alexander Serbul, an expert on neural networks of the Bitrix24 service:
“Generate, simplify the text, highlight key ideas, make it more scientific, dry or, conversely, more interesting, create a checklist based on the text, shorten, expand, compose a congratulation or letter. Landing pages and advertising offers, some articles, beautiful pages, invitations, presentations, something else. Can generate pictures.”
As Bloomberg notes, corporations can enter into a partnership based on the existing agreement on the search service. For more than 20 years, Google has given Apple 36% of revenue from ads viewed by users through Safari. In exchange, Tim Cook’s company guaranteed that Google’s search service would be installed in the browser by default. This, by the way, no longer suits antitrust regulators in the US and EU.
They will probably be suspicious of the new deal, certainly in Europe, emphasized Alexander Tyulkanov, associate researcher at the Center for International Intellectual Property Studies in Strasbourg: “If in a related market, let’s say, several players decide to unite for some kind of partnership and, perhaps, another unstable market conditions, this raises concerns. In this case, the question arises: how will such cooperation affect competition in a certain market, if these companies have strong positions in an adjacent one.”
Bloomberg’s sources admit that the companies will not be able to reach an agreement. But then Apple will find another partner; after all, Tim Cook promised some major announcement in the field of artificial intelligence and he hardly wants to disappoint investors.
Everything is clear with us – Telegram channel “Kommersant FM”.
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