A partnership with Apple could dramatically boost Meta’s competitive advantage in the AI market |  Credit: Photo by Artur Widak/NurPhoto via Getty Images

Meta and Apple have discussed integrating Meta’s GenAI model into Apple’s new AI system, Apple Intelligence, the Wall Street Journal reported on Sunday (23 June).

Apple announced its new GenAI system for the iPhone, iPad and iMac at its 2024 worldwide developer conference on 10 June. 

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Apple Intelligence uses machine learning to personalise messages and notifications depending on the user’s behaviours and preferences, and offers writing tools across every app to help proofreading and clarity. 

Meta has not finalised any deals with Apple and the deal still has the potential to fall through, according to WSJ. 

Apple is reportedly planning to talk to several other companies about potential partnerships in different countries.

The news highlights Apple’s newfound openness towards adding technology from other companies onto its devices, following recent reports that the iPhone maker was in talks with Google. 

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The two companies are reportedly in active negotiations to use Google’s Gemini AI models to drive Apple’s AI features, which will be fitted into iPhone software in late 2024. 

A partnership with Apple could dramatically boost Google and Meta’s competitive advantage in the AI market. 

Apple recently announced that Microsoft-backed OpenAI’s ChatGPT will be integrated into its voice assistant Siri for responses that cannot be carried out solely by Apple Intelligence.

According to the company, the technology will be free to use and will not require users to create an account. Apple also claimed that users’ requests and data will not be logged.