AI for Breakfast

Chris Witham • March 19, 2024

Post 63 - Possible Apple and Google AI developments…


Thanks to a Perplexity search this rather interesting news popped-up. As I’m sure many other people have been wondering Apple do seem a little late to the AI party. This could be a good thing as they will have had time to evaluate the landscape and then release something really special perhaps.


Also with their recent aquisition of Darwin AI it looks like things are starting to come together. It will be interesting to see how things develop, new Siri could be super powerful...


Apple in Talks to License Google’s Gemini AI for iPhone Features

In a potential game-changing move, Apple is reportedly in active negotiations with Google to license the tech giant's Gemini artificial intelligence models. The goal? To power new generative AI features coming to the iPhone software later this year.

According to reports from Bloomberg, the two companies are discussing a deal that would allow Apple to integrate Google's Gemini - a set of powerful language models capable of understanding and generating text, images, audio and more. If finalized, this partnership could give Gemini a massive boost by bringing its AI capabilities to billions of iPhone users worldwide.

Apple Playing Catch-Up on Generative AI?

The talks between the two rivals are still ongoing, with terms and implementation details yet to be decided. However, the mere fact that Apple is pursuing this licensing deal with Google has raised eyebrows. Some analysts view it as a sign that Apple's own AI efforts may not be as advanced as hoped.

Apple has promised to introduce new AI-driven capabilities with iOS 18, the next major update to its mobile operating system. However, those enhancements are said to focus primarily on on-device features rather than cloud-based generative AI tools like chatbots or image creators.

Since early last year, Apple has been testing its own large language model codenamed "Ajax" as well as an internal chatbot dubbed "Apple GPT." But according to sources familiar with the matter, Apple's technology still lags behind offerings from Google, OpenAI and others - prompting the company to seek out partnerships.

Regulatory Scrutiny Looms

While the potential deal could be a win for both companies, it also threatens to draw further antitrust scrutiny. Apple and Google already have an existing multi-billion dollar agreement that makes Google the default search engine on Apple devices like iPhones and iPads.

This search pact has faced regulatory challenges in recent years, with the U.S. Department of Justice suing Google over alleged monopolistic practices. Bringing AI into the mix could amplify concerns over the two tech giants' market dominance and sway over emerging technologies.

A Glimpse at WWDC 2024?

With discussions still ongoing, it's unlikely we'll see an official announcement before Apple's Worldwide Developers Conference (WWDC) in June. The annual developer event is where Apple typically unveils its latest software updates and strategic initiatives.

If talks progress smoothly, WWDC 2024 could give us our first glimpse at how Apple plans to integrate generative AI across its ecosystem - be it through in-house efforts, strategic partnerships like with Google's Gemini, or a combination of approaches.

As the AI revolution kicks into high gear, all eyes are on the major tech players to see who will take the lead in shaping these powerful new capabilities. Apple's potential embrace of Google's Gemini models could represent a significant shift in the generative AI landscape.


[1][2][3][4][5][6][7][8][9][10][15][16][18]

Citations:
[1] https://www.bloomberg.com/news/articles/
2024-03-18/apple-in-talks-to-license-google-gemini-for-iphone-ios-18-generative-ai-tools
[2] https://blog.google/technology/ai/google-gemini-next-generation-model-february-2024/
[3] https://www.bloomberg.com/news/newsletters/2023-10-22/what-is-apple-doing-in-ai-revamping-siri-search-apple-music-and-other-apps-lo1ffr7p
[4] https://www.theinformation.com/briefings/apple-held-talks-with-google-openai-to-license-generative-ai-models
[5] https://blog.google/technology/ai/google-gemini-ai/
[6] https://www.macrumors.com/guide/apple-gpt/
[7] https://www.investors.com/news/technology/apple-google-in-talks-gemini-ai-system-iphone/
[8] https://techcrunch.com/2024/02/16/what-is-google-gemini-ai/
[9] https://www.apple.com/careers/us/machine-learning-and-ai.html
[10] https://www.gsmarena.com/report_apple_is_considering_a_license_deal_with_google_for_gemini_ai_on_iphone-news-62044.php
[11] https://www.tomsguide.com/features/google-gemini-everything-we-know-about-the-advanced-ai-model
[12] https://www.cryptotimes.io/2024/03/18/apple-google-discuss-iphone-ai-integration/
[13] https://www.pymnts.com/apple/2024/will-apple-add-google-powered-ai-to-the-iphone/
[14] https://cloud.google.com/vertex-ai
[15] https://www.forbes.com/sites/siladityaray/2024/03/18/apple-reportedly-in-talks-with-google-to-integrate-geminis-ai-service-into-the-iphone/?sh=58dba0867683
[16] https://macdailynews.com/2024/03/18/apple-looks-to-license-google-gemini-for-iphone-generative-ai-tools/
[17] https://www.linkedin.com/pulse/googles-gemini-ai-features-uses-industry-impact-kapil-rawal-ftcqf
[18] https://www.benzinga.com/news/24/03/37771653/apple-in-talks-with-google-to-license-gemini-ai-models-for-future-iphones-report
[19] https://hgs.cx/blog/what-is-google-gemini-how-to-use-it-features-and-limitations/
[20] https://www.iclarified.com/93096/apple-in-talks-to-license-google-gemini-ai-report


Lines of colorful computer code on a dark background.
By Chris Witham December 11, 2025
Where AI really helps your Business If you spend any time on LinkedIn or X, you’ll have seen bold claims about how AI can help you build software in a matter of days. There’s a lot of excitement, a lot of big promises, and a fair bit of confusion for business owners trying to work out what’s real. A new term doing the rounds is “Vibe Coding” —the idea of describing what you want to an AI assistant and having it generate the code for you. It’s becoming popular because it can move things forward quickly and help people explore ideas they wouldn’t have been able to create alone. And the truth is, it does have its place. The challenge isn’t the technique. It’s the expectation that AI will automatically deliver finished, reliable, production-ready tools without any real design or thinking behind them. AI accelerates the work you already do well Used properly, AI can: • Remove huge amounts of repetitive work • Speed up drafting and iteration • Generate working prototypes in hours • Help non-technical people explore ideas • Improve documentation, planning and communication This is where it shines. But it still needs clarity, structure, and well-designed processes around it. It’s like having a very fast assistant rather than a fully formed development team. Why many AI projects don’t deliver what people expect Independent research this year showed a clear pattern: • Many early AI initiatives failed to produce measurable business value • Companies abandoned AI ideas because they couldn’t scale or integrate them • The gap between an impressive demo and a reliable tool is larger than people thought This doesn’t mean AI is overhyped. It means teams jumped straight to execution without the groundwork. The technology isn’t the issue. It’s the approach. Small businesses don’t need Enterprise Platforms Most UK small businesses don’t need to build a full software product. What they actually need is: • Better workflows • Faster content generation • Clearer communication • Improved customer support • Tools that reflect the way they work • Consistency and repeatability AI is perfect for this. A custom GPT trained on your tone, your documents and your processes can become: • A writing assistant • A customer support helper • A knowledge base navigator • An internal guide for staff • A quality-control layer • A process automator No engineering team needed. No complex infrastructure. No stress. Where AI builds real value right now AI works best when it’s part of a thoughtful, guided approach: • Define the outcome you want • Build a lightweight prototype (AI helps here) • Add structure, rules and guardrails • Connect it to your real workflow • Test it with real users or staff • Iterate until it feels natural You can still move fast. You just avoid building something brittle that breaks the moment it’s needed. The key insight: AI doesn’t replace expertise, it amplifies it AI is at its strongest when someone knowledgeable decides: • What it should do • What it shouldn’t do • How it should behave • What tone it should use • How it fits into the business • What checks and constraints matter That’s where tools like custom GPTs genuinely shine. They’re not software products in the traditional sense. They’re flexible assistants shaped around your business. With the right design, they can save huge amounts of time and deliver consistent, practical value without any of the complexity of building a full system. A more useful way to think about AI in 2026 Instead of “AI will build everything for you”, a healthier mindset is: AI speeds up the work, but you set the direction. For small businesses, that’s more than enough to make a real difference.
By Chris Witham August 21, 2025
Website Planet Interview
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