You think OpenAI is doing it for the exposure? haha. They're the hottest thing in tech right now and they're already giving limited free use of chatgpt. They don't need more exposure. They need funding. Altman wants to raise 7 trillions(!) to get to AGI.
They're going to give the 3rd richest company in the world and eventual competitor a free lunch? Apple needs them way more than they need Apple. Unless Apple is selling out its users for their data (99.9% not happening), Apple is paying OpenAI. How much, we'll find out in like 10 years, if ever.
OpenAI had a value of $80 billion earlier this year. No doubt its deal with Apple has raised its value. Apple could still buy it without breaking much of a sweat. It is doubtful Apple will do that.
1. The AI developed by OpenAI is not unique. Competing models like Gemini, Llama, Claude, and Mistral compare favorably with GPT-4. Much of the technology is open source, so no one has a significant technical advantage. Apple could catch up quickly on LLM technology if they aren't already on par with the state of the industry.
2. It doesn't matter what Altman wants; no one is handing him $7 trillion. Investment doesn't work that way.
3. Apple is using a strategy of marketing a potential competitor’s product to ensure the competitor doesn’t own the customer relationship. This allows Apple to switch technology bases at any point, leaving the competitor with a reduced ability to reclaim customers.
4. Apple doesn’t need an LLM that competes directly with GPT-4. A key aspect of Apple Intelligence is to use personal information (e.g., calendar events, contacts, journal entries, health information, workout schedules, reminders, etc.) to feed context to tailored AI models for specific types of assistance. LLMs are not well-suited for this purpose; they are designed for general-purpose text generation and understanding. At this point, it isn't clear that Apple needs much of anything from ChatGPT except the marketing buzz.
5. The AI market is developing in a way that appears to mirror search engines. With numerous LLMs offering very similar capabilities, it makes sense for Apple to offload general information requests to a third-party service. This approach helps Apple avoid the regulatory scrutiny that would likely follow if they developed their own system to compete with ChatGPT.
6. In the future, we are likely to see Apple offer users the ability to select a default LLM service other than ChatGPT. If they don’t, the EU and DOJ would likely bring an antitrust case against them. Given that Google pays Apple $12 billion to be the default search engine in Safari, it’s unlikely that Apple will pay ChatGPT to be the default LLM in Siri.
I don't believe it is wise to conclude at this point that ChatGPT has something unique to offer Apple. If Apple is paying ChatGPT anything, it won't be for long.