Apple Reached Out To China’s Baidu For AI Support On iPhones, Suggests Report; All You Need To Know

Cupertino-based tech giant Apple was recently in the limelight for reportedly holding talks with Google and OpenAI to power its AI features.

Amid these updates, the latest report from The Wall Street Journal claims that Apple was engaged in preliminary talks with China’s Baidu to utilise the brand’s generative AI for its devices in China.

The news comes amid a wave of speculations that Apple may introduce a range of AI features with the introduction of the iOS 18 at the Worldwide Developers Conference (WWDC) 2024. According to Bloomberg, the company was also in talks with Google to let Gemini power AI features on iPhones.

Moreover, the company moved to ChatGPT maker and Sam Altman-led OpenAI with a similar endeavour in the past. According to the report, the tech giant is considering a local generative AI provider because China requires approval from the country’s cyberspace regulator before AI models are live for public use.

The latest news could mean that Apple iPhones in China may get AI features backed by Baidu’s AI. (Image:Pexels)

Since the rule’s introduction, Beijing approved over 40 generative AI models. Baidu’s Ernie bot is one of them. No models from developers outside China have received approval yet. Plus, it is unknown whether any foreign company has applied for approval. This strategy could be similar to Samsung’s Galaxy AI in the S24 series in the country. The South Korean brand used Baidu’s Ernie to power AI features in China.

The Chinese search leader’s AI models are considered one of the best locally as innovations continue to happen alongside the rise of OpenAI’s ChatGPT. However, the widely popular GPT-4 powered model is unavailable in China. Meanwhile, Apple could use AI across its range of apps and products. The company’s in-house AI voice assistant Siri could be revamped with AI innovations. You can read more on this here.