Apple is in discussions with rival Meta Platforms to integrate Meta’s Llama generative artificial intelligence model into its recently announced Apple Intelligence system, according to sources familiar with the matter. The talks, which are reportedly still in early stages and could fall through, signal a major strategic shift for Apple as it seeks to bring a diverse range of powerful AI features to its flagship devices, including the iPhone.
The potential partnership follows Apple’s announcement at its Worldwide Developers Conference (WWDC) that it would integrate OpenAI’s ChatGPT into its products. However, the company also made it clear that it intended to offer a selection of third-party AI models. By engaging with Meta, Apple is exploring a multi-provider strategy that would give users a choice beyond its own in-house models and its primary partnership with OpenAI. This approach could help Apple mitigate risks associated with relying on a single partner and broaden the capabilities offered within its ecosystem.
For Meta, a deal would represent a massive validation and distribution channel for its Llama family of models, placing them directly in the hands of hundreds of millions of iPhone users. The discussions also reportedly include other AI firms like Anthropic and Perplexity, suggesting Apple aims to create a marketplace for AI models, allowing users to select the one that best suits their needs.
These partnerships are not expected to involve direct payments from Apple. Instead, AI companies would be able to sell premium subscriptions for their services through Apple Intelligence, with Apple likely taking a commission from the revenue generated. This model would allow Apple to offer cutting-edge AI without bearing the significant costs of developing multiple frontier models itself, while simultaneously reshaping the competitive landscape for AI model distribution.
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