Apple to Let Users Choose Rival AI Models
Apple plans to allow users to select competing AI models-including ChatGPT and Google's Gemini-to power their devices, according to reporting from Bloomberg's Mark Gurman. The shift moves beyond Apple's proprietary Siri assistant and signals a departure from the company's traditionally closed approach to AI services.
The new capabilities, possibly called "extensions," are expected to debut with iOS 27 in September. Users would be able to choose their preferred AI model for specific tasks or as their primary assistant, similar to how they customize devices with App Store apps.
Why Apple Is Opening Its Platform
Apple's current AI capabilities have fallen behind competitors on Android, Gurman said. While the company continues developing its own models, it recognizes that users expect access to more advanced options.
By integrating third-party AI services, Apple addresses two business objectives at once: it closes the feature gap with rivals while creating a new distribution channel through the App Store that could generate revenue.
What This Means for Strategy
This two-pronged approach-enhancing Apple's own models while hosting external providers-reflects a broader shift in how tech companies compete on AI. Rather than betting entirely on proprietary technology, Apple is building a platform where multiple AI vendors can operate.
For executives and strategists, this move illustrates how platform control is evolving in the AI era. Companies that own distribution channels gain leverage even when they don't build the best underlying technology. See AI for Executives & Strategy for deeper analysis of how these decisions shape competitive advantage.
Apple is expected to announce these changes at its Worldwide Developers Conference in June.
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