Spend enough time in the online content creation business, and there’s a good chance you’ll eventually come to regard Google sort of like the alien race in Netflix’s 3 Body Problem: Highly advanced, parasitic, and so formidable an adversary that almost nothing and no one can stop it. Which is another way of saying that, no, unlike my colleague Chris Smith I’m not exactly jumping for joy at the prospect of an Apple-Google partnership that brings Google’s generative AI technology to the iPhone.
In fact, the mere idea of such a partnership reminds me of what I completely abhor about the iPhone maker under CEO Tim Cook — its tendency to preach about values like privacy and security, and to then act like any other company when someone waves cash in Apple’s face or local laws command it to do this or that. But I’m getting ahead of myself, back to Gemini AI on iPhone.
To be clear, such a partnership between Apple and Google is only rumored to be the subject of preliminary talks at this point. Apple is said to be considering bringing Google Gemini to the iPhone, largely as a way to compensate for the fact that Apple is starting to look like an also-ran in the generative AI scramble.
To that last point, let’s make one thing clear. It’s Wall Street, it’s investors, and it’s Silicon Valley that think Apple is behind the 8-ball when it comes to AI. Get out of your bubble, though, and you know what you won’t find? Real people, real iPhone users, clamoring that the one thing they wish they had on their device was a generative AI model. Sort of like how no one, at least where I live, ever uses Siri on the iPhone. Siri was definitely a cool feature when Apple launched it, but I basically haven’t touched it at all since then.
Furthermore, there’s a very nuanced understanding of the marketplace to be had here. “The world,” per se, is not moving toward AI. That’s not at all what’s going on; rather, AI is being thrust upon us, whether we like it or not. Which is why, for a start, I reject the premise that Apple is somehow lacking when it comes to AI right now. But, ok, let’s assume for the sake of argument that it’s worth shoring up the iPhone in this regard.
Google, of all companies, is the very last entity Apple should be thinking about partnering with. Which Google is Apple going to get into bed with here, exactly? Google, the monopolist that turned the open web into a hellscape of garbage? Google, the surveillance machine that’s helped lull a generation into complacency over exchanging privacy for convenience? The company whose legacy products have begun to show their age because the Googleplex has inexorably turned into a meritocracy-free zone?