Apple officially entered the Generative AI segment and introduced Apple Intelligence. While Apple was preparing to introduce its AI vision, Samsung reportedly merged its two North American research centers focussed on AI tech and hired an ex-Apple executive to lead the project.

Mark Gurman reports that an ex-Apple executive is being hired to lead Samsung AI research center in the US. The new group is a combination of two research centers focused on artificial intelligence in North America.

Unanimous sources to Mark disclosed that the South Korean tech giant seemingly creating a new operation called the North America AI Center by combining its teams in Toronto and Mountain View. These research centers are said to improve operations and increase efficiency.

Ex-Apple executive Murat Akbacak will lead the division, who was “responsible for defining and executing the strategy for Siri, Apple’s personal digital assistant, focusing on personalization, contextualization, and advancements in conversational and multimodal AI.”

As Apple entered the AI phone market, Samsung will surely face fierce competition. The Galaxy S24 greatly helped it gain profits and regain sales, however, the upcoming iPhone models would surely become a threat to the business.

Apple executives confirmed that the company wants to work with Google to bring Gemini AI to the iPhone models. Yesterday, the company introduced Apple Intelligence, which is packed with artificial intelligence and Generative AI features.

iPhone 15 Pro and iPhone 15 Pro Max will get Apple Intelligence with iOS 18 update. The company’s executives disclosed the expectation to work with Google so Gemini AI could come to iPhone. For now, only OpenAI is an official partner with Apple, which brings ChatGPT.

Google and Samsung closely worked to bring Gemini AI to Pixel and Galaxy smartphones. The next-gen smartphones will likely bring enhanced Gemini Nano or Gemini Nano v2. However, Apple also wants Gemini to be available on iPhone models.

“We’re looking forward to doing integrations with other models, including Google Gemini, for instance, in the future,” Federighi said during a post-keynote conversation. He quickly added that the company had “nothing to announce right now, but that’s our general direction.”

Yesterday, Apple unveiled Apple Intelligence which will bring various generative AI tools to iPhones, iPads, and Mac computers. The company has officially announced that it has partnered with ChatGPT-maker OpenAI to fuel AI power in iOS 18.

Craig Federighi’s full comment on the topic:

• We think, ultimately, people are going to have a preference perhaps for certain models that they want to use, maybe one that’s great for creative writing or one that they prefer for coding. And so we want to enable users, ultimately, to bring a model of their choice. And so we may look forward to doing integrations with different models like Google Gemini in the future. I mean, nothing to announce right now, but that’s our direction.

Apple yesterday introduced iOS 18 with further advancements and AI work at WWDC 2024. Last week, Samsung criticized Apple through Galaxy AI features in Galaxy S24. And unsurprisingly, Samsung grabbed another opportunity to make fun of Apple over Apple Intelligence and AI.

Many features that are coming to iOS 18 have been available on Android devices for years. Apple will allow iPhone users to move icons, lifting the restrictions imposed for years. The integration of OpenAI at the OS level is another controversy, questioning the security of iOS.

X handle manager of Samsung Mobile US was observed active yesterday. There are three critic posts published through the company’s official X/Twitter account. The first post reads: “Moving my icons wherever I want since 2010 … isn’t that cool?”

Moving my icons wherever I want since 2010 … isn't that cool?

— Samsung Mobile US (@SamsungMobileUS) June 10, 2024

After making fun of the icon behavior changes in iOS 18, Samsung targeted photo album names and sharing capabilities. The post about the photo album reads: Next photo album name: Pics where I asked Galaxy Owners “Can you send me that?”

Next photo album name: Pics where I asked Galaxy Owners "Can you send me that?"

— Samsung Mobile US (@SamsungMobileUS) June 10, 2024

Apple is known for its unique naming strategies, which have always been exciting. Rather than using Apple AI or Gen AI, the company called it Apple Intelligence. It also came on Samsung’s radar, allowing it to troll saying: Adding “Apple” doesn’t make it new or groundbreaking. Welcome to AI 🍎

Adding "Apple" doesn't make it new or groundbreaking. Welcome to AI 🍎.

— Samsung Mobile US (@SamsungMobileUS) June 10, 2024

Apple’s entry in the Mobile AI segment is fruitful for both iOS and Android ecosystems. iOS 18 introduces fewer AI features compared to Galaxy and Pixel. However, the deep integration and advanced functionality make it stand apart from its rivals.

Android 15 is coming later this year, which will take AI experience to another level. Samsung is also preparing to introduce Galaxy AI v2 with its new foldable phones next month. We may see newly added features and useful tools on the most recent Galaxy devices.