Apple is quietly changing the way it works with large language models (LLMs). Unlike direct purchase or development, Apple chose to cooperate with OpenAI to integrate ChatGPT functions into its ecosystem. The current cooperation model between the two parties is mutually beneficial. Apple provides OpenAI with a large user base, while OpenAI provides its advanced ChatGPT technology. This cooperation model is not static and may evolve into a revenue sharing model in the future. Apple is also discussing cooperation with other LLM providers in order to provide users with more choices and enhance its competitiveness in the field of artificial intelligence.
Apple has partnered with OpenAI to bring optional ChatGPT functionality into the Apple ecosystem, but the two parties currently do not pay each other. According to a report from Bloomberg, Apple did not pay OpenAI, and OpenAI did not pay Apple. The current arrangement relies on Apple providing exposure to OpenAI's ChatGPT tool to millions of users, a mutually beneficial arrangement.
While this appears to be the current arrangement, it could become a revenue-sharing model in the future. Apple is in talks with other LLM providers such as Google to provide customers with more options. Ultimately, Apple may take a share of any monetization options offered by third-party LLM providers.
At WWDC 2024, Apple launched an artificial intelligence feature, calling it “Apple Intelligence.” These on-device models are made by Apple, and server calls are made through an ultra-private and secure system called Apple Cloud Computing.
However, Apple is offering an alternative to Apple's server-side LLM. The first partner selected is OpenAI, so users can invoke ChatGPT on request via Siri and other tools.
Each call to ChatGPT must be authorized by the user, and OpenAI says it will not collect any request data from Apple users. While an account is not required and the feature is free, advanced ChatGPT users can link their accounts for more advanced options.
Apple Intelligence and optional ChatGPT integration will be available in beta in the fall, with Apple expected to gradually roll out access during the initial rollout phase.
Apple's cooperation with OpenAI is an important step in its AI strategy, indicating that Apple will more actively embrace external AI technology in the future, while strengthening its own research and development capabilities in the AI field to bring users a richer AI experience. This will further push Apple to stay ahead of the competition with technology giants such as Google.