Apple is looking into several options for re-creating Siri based on what users of Siri and other virtual assistants expect them to be today compared to how users of virtual assistants interacted with them in the past. Apple’s options included various potential partnerships, including OpenAI, which has already started setting consumer expectations for AI assistants through the launch of ChatGPT.
However, Apple decided to explore a different partnership, which shocked many in the industry as it was so unexpected. However, the logic behind Apple’s rationale for switching to a different partner beyond OpenAI demonstrates how the need for AI strength or capability is now driving business relationships and controlling business platforms and how OpenAI is evolving its long-term objectives around AI. By determining a need for speed and scalability for its own development in AI, (through its partnership with Google), Apple also made a determination to focus more on capability than on the potential for controlling exclusivity over access to AI models.
Why OpenAI declined the Siri partnership
OpenAI made a clear and conscious decision to not partner with Apple as an infrastructure company to develop customized models, as stated in the Financial Times report. OpenAI’s leadership chose to shift direction internally and focus on developing its own AI-enabled devices, which includes specific projects involving hardware systems that incorporate audio technology and support from Jony Ive, a well-known designer who has been reported working closely with OpenAI to design their product.
The end-goal for OpenAI is complete control of the customer experience with its product. Additionally, if OpenAI were to partner with Apple on their Siri system, they would limit their ability to control that experience. The majority of roles related to infrastructure within a corporation do not provide as much control over design and data as software development and engineering roles do.
OpenAI has chosen not to allow their technology to become an invisibly built-in feature of Apple’s technology products. OpenAI’s strategy follows the directives of its leadership to focus internally on ChatGPT and hardware. Altman expressed the belief that OpenAI’s aims for productivity and innovation through hardware development greatly exceed the scale advantages held by Apple.
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What Apple’s Gemini deal means going forward
A huge financial impact is associated with Apple’s agreement to use Google’s AI. Reports have indicated that Apple may pay Billions over time for this new infrastructure value of AI. The value of AI is mirrored in the size of the top models relative to top CHIP companies and application stores. Google has already integrated its A.I. into GEMINI so that it can reach the Top 100 millions of global users. Through the iPhone ecosystem, many users will have access to Google AI through the iPhone and other IOS devices.
The addition of Gemini to the iPhone will give Google AI access to millions of new users, as the iPhone and IOS platform has a massive audience. For users, Siri will become better and quicker to recognize context for Google AI, make recommendations based on a user’s requirements, and will allow users to use voice commands to search or create an alert.
At the same time, Apple will continue to focus on its privacy policies and continue to use Private Cloud Computing as a means to support the use of cutting-edge technology by providing ARTIFICIAL INTELLIGENCE to achieve higher-level services and enhance the current business practices of Apple.
Ultimately, the rise of AI will require the collaboration of the entire industry. There will be several changes to control, cost and capability as the industry enters its new phase.
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