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Apple is reportedly on the hunt for a big tech partner to help shore up its flagging artificial intelligence (AI) offerings, with a specific focus on bringing th iPhones capabilities up to speed.

Per a report from Bloomberg citing multiple sources, Apple and OpenAI are deep into discussions concerning the further integration of generative AI technologies on iOS.

However, previous reports also indicate that Apple is still shopping around with Google on the hook as another potential cloud partner.

The Cupertino companys AI ambitions appear to have fizzled over the past few years. Where once Apples walled garden approach to AI development seemed to indicate that it might have some mysterious tricks up its sleeve now, in 2024, the companys flagship offering, the iPhone, is starting to show signs of lagging behind its AI-first competitors.

Arguably, the shift from internal development to external partnerships was signalled in May of 2022 when Ian Goodfellow, often referred to as the GANfather for his contributions to the field of AI, left his post as director of machine learning over Apples return to office policy.

In the time since Goodfellows departure, Apple has remained busy in the AI sector. The company recently released a bevy of open-source large language models, eight in total, complete with code and training logs.

While this signals a continuing dedication to AI and machine learning, its unlikely that any of the released models could be considered competitive with available closed models such as OpenAIs ChatGPT and Googles Gemini.

As such, its possible that Apple is trying to finalize its generative AI partnerships ahead of its annual Worldwide Developers Conference (WWDC) in June.

The WWDC event is the typical showcase for the companys biggest and most impactful products and, so far, 2024 has been a relatively quiet year for Apple.

Meanwhile, the companys largest competitor, Microsoft, has had a metaphorical liscene to print money ever since it partnered up with AI sector leader OpenAI. As of current, Microsoft has a commanding lead as the worlds most valuable company by market capitalization with a total value of $3.019 trillion against Apples second place score of $2.614 trillion.

Related: Doctors turn to Apple Vision Pro headset to practice surgery amid cadaver shortage

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Apple reportedly courting OpenAI to develop AI features for iPhone - Cointelegraph