As Apple's WWDC developer conference approaches, rumors abound about all aspects of hardware and software. This year, that includes how Apple will integrate artificial intelligence into its ecosystem and which companies will provide that AI.

Earlier this year, Apple was rumored to be in ongoing negotiations with Google about integrating Gemini into the iPhone. Tim Cook is also said to be discussing similar possibilities with China's Baidu, and now it appears that OpenAI is back at the negotiating table for GPT-4.

The latest rumor comes from Bloomberg's Mark Gurman, who suggests that the latest round of negotiations with the Microsoft-backed ChatGPT maker is accelerating.

This is not the first time Apple has been in talks with OpenAI about bringing certain AI features to the iOS system; ChatGPT also debuted as an app on iOS before Android.

However, Apple is building its own AI model and has hinted that the AI features in iOS 18 will be "on-device."

In my view, Apple is incorporating "a little bit of everything" for generative AI until it settles on a formula that works. This includes the use of proprietary models, cloud solutions, and user choice.

The main functionality of Siri with GenAI will likely come from Apple's own model running on the device, but additional features like images and long text creation will come from third parties like OpenAI, Baidu, and Google.

In addition to integration with iOS18, Apple would also make it easier for developers to integrate their chosen model into their apps. This might include making Google's smaller Gemini Nano model, which is currently available on some Pixel phones, available on the device by default.

Since this is Apple, we won't hear anything concrete until WWDC on June 10, but partnering with a third-party company that is used to working in the open makes leaks more likely. As of now, though, it feels like Apple will pursue this matter to the very last minute.

Apple has revealed that iOS 18 will feature a significant AI upgrade. This would include upgrades to apps like Notes, Fitness, Pages, and Podcasts to add generated content, text summarization, and analysis of complex personal data.

Aside from rumors of some degree of involvement from OpenAI and cloud providers like Google, most of the hints center on bringing some of the features we have come to see in Android to iOS. And using AI to make iOS easier to use and customize.

One of the apps that will see the most significant upgrades is Siri. The question is whether it will run on Apple's own model or something like ChatGPT or Gemini. Given that Apple has said it will focus on running AI locally, neither major company makes sense.