Apple Intelligence, the company’s in-house suite of artificial intelligence (AI) features for its devices, will reportedly utilize Baidu’s AI models in China.
Due to regulatory challenges, Apple has not yet launched its new AI features in China and the European Union. While EU concerns primarily focus on user privacy and interoperability, China allows only government-approved AI models.
Due to these restrictions, Apple has reportedly partnered with Baidu to deploy AI features in China. According to The Information, Apple’s AI tools will integrate Baidu’s Ernie 4.0 multimodal AI model, released in October 2023. This collaboration contrasts Apple’s arrangement with OpenAI, where ChatGPT is used selectively, and users are informed accordingly. In contrast, Baidu will manage all generative AI tasks for Apple.
Furthermore, Apple will compensate Baidu for using the Ernie 4.0 model, whereas its agreement with OpenAI does not involve financial transactions. Notably, Apple Intelligence will exclude ChatGPT support in China.
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However, the partnership faces challenges, especially optimizing Apple devices’ AI capabilities. Engineers from both companies strive to enhance Baidu’s LLM performance, which currently struggles to understand prompts and deliver precise responses for typical iPhone user scenarios.
Privacy concerns also present a significant hurdle. Baidu’s intention to collect data from Apple users using the AI-powered search feature conflicts with Apple’s privacy policy, which requires that user data not leave the device, as affirmed at WWDC earlier this year.
According to sources, Apple and Baidu must resolve these issues before Apple Intelligence successfully launches in China.
