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Apple Intelligence, the company's in-house suite of artificial intelligence (AI) services for its devices, would purportedly be powered by Baidu AI models in China. Due to legal constraints, the Cupertino-based tech behemoth has yet to unleash its new AI features in the European Union and China. While the issue in the EU is mostly about user privacy and interoperability, in China, only government-approved AI models are allowed to operate. This is why Apple is apparently partnering with Baidu to deliver AI features in the nation.
Apple reportedly partners with Baidu
According to The Information, Apple and the Chinese search engine have formed a partnership to launch Apple Intelligence capabilities in China. Since Apple is having trouble getting permission for its native large language models (LLMs), the iPhone manufacturer has allegedly resorted to cooperating with local AI businesses to offer backend processing for its AI capabilities.
According to the source, Apple's AI tools would be driven by Baidu's Ernie 4.0 multimodal AI model, which was launched in October 2023. This is not the same as Apple's relationship with OpenAI. In the latter situation, ChatGPT is only utilized for specific functionalities, and the user will be alerted as such. However, Baidu will apparently handle all of the company's generative AI responsibilities.
Apple will apparently pay Baidu to utilize the Ernie 4.0 AI model, while the contract with OpenAI is thought to be non-monetary. Apple Intelligence will also not support ChatGPT in China.
However, the duo faces certain obstacles in optimizing AI capabilities for Apple products. According to the article, experts from both businesses are working hard to improve Baidu's LLM; nevertheless, the Ernie 4.0 AI model is challenging to understand instructions and offer precise replies for instances in which an iPhone user may require the AI.
Another problem is believed to be privacy concerns. Baidu apparently wants to obtain information from Apple consumers who utilize the AI-powered search tool. However, this will violate Apple's privacy policy because it requires a different method than Apple Intelligence's on-device design and the Private Cloud Compute architecture. Notably, during WWDC earlier this year, the firm stated that customer data viewed during AI feature processing will not leave the device.
According to sources familiar with the topic, Apple and Baidu will need to resolve these concerns before Apple Intelligence can be distributed in China.
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