The partnership between Apple and Google in the search field is undergoing a new transformation. At the Apple event, they introduced a new feature called "Visual Intelligence" that not only helps users understand things in the camera view, but also provides access to third-party services like Google Search. This feature represents a new paradigm for interacting with software and services, and is seen as an extension of the existing relationship between the two companies.
Apple launched the visual search function - "Visual Intelligence" at the September 9th event, which provides a new paradigm for interacting with software and services, and introduces a new mode for its search engine.
$Apple (AAPL.US)$ "Visual Intelligence" is described as a way to instantly understand everything you see. At the event, Apple explained that the "Visual Intelligence" feature can be used to do more than just help users understand objects in the camera view, it is also a new pathway to access third-party services, meaning users do not need to launch separate applications.
To access this feature, users simply need to tap the new "Camera Control" button. During the event, Apple demonstrated how users can use this button to get information about restaurants they see while out, identify different dog breeds they encounter during walks, and even convert event posters on walls into detailed calendar entries.
Apple's senior vice president of software engineering, Craig Federighi, also mentioned during the event that this feature can be used to access Google Search. This could be interpreted as a turning point in the partnership between Apple and Google in terms of search.
Federighi pointed out that "Camera Control" is also a gateway to third-party tools, allowing users to quickly and easily leverage their expertise in specific fields.
Apple-Google relationship upgrade
Currently, apple and asia vets continue to maintain their partnership in the search field, with Alphabet, the parent company of Google, paying Apple approximately $20 billion each year to make Google the default search engine for its Safari browser. However, this transaction faces uncertainty in the future. $Alphabet-A (GOOGL.US)$ Currently, apple and asia vets continue to maintain their partnership in the search field, with Alphabet, the parent company of Google, paying Apple approximately $20 billion each year to make Google the default search engine for its Safari browser. However, this transaction faces uncertainty in the future.
Previously, the U.S. Department of Justice claimed that Google paid operating system operators to make its search engine the default setting for system browsers, which violated U.S. antitrust laws.
A ruling by the U.S. District Court last month also supported the Department of Justice's claim. This ruling not only affects Google, but also impacts Apple as it means Apple will lose $20 billion in revenue for nothing. Of course, Google has clearly stated that it will appeal this decision.
Now, with the launch of Apple's "Visual Intelligence" feature, the partnership between Apple and Google in search seems to have "upgraded".
By tapping the "Camera Control" button, Apple demonstrates to users how to quickly take photos or record videos, and how to slide their finger to compose and adjust options such as zoom, exposure, and depth of field in the new camera preview experience.
This button also provides iPhone 16 users with Apple's newly launched "Visual Intelligence" search function, which is the key to Apple's partnership with Google. iPhone 16 series users will be able to access Google's search engine and visual search function by tapping the "Camera Control" button.
For example, in the demonstration, a person points the iPhone at a bicycle, lightly presses the camera control button, and then a window pops up in the camera view showing a series of similar options available for purchase. Additionally, a smaller button appears on the screen with the words "More results from Google", indicating that users can continue their Google search by clicking on this button.
A Google spokesperson pointed out that at this stage the company has no information to share about its partner relationships. However, this feature is still seen as an extension of the existing relationship between the two companies and does not involve Google's Gemini AI model.
The interesting thing about the "visual intelligence" feature is that it provides a new paradigm for interacting with software and services, implying that the concept of the App Store is becoming outdated. With new artificial intelligence technology, users can now ask artificial intelligence questions on a new interface, and use artificial intelligence to perform productivity tasks and creatively handle images and videos, without needing to rely on applications anymore.
Apple currently cleverly positions itself as a platform for third-party services, including artificial intelligence technology, search services, and possible future providers, avoiding being caught up in fierce competition between AI tools such as ChatGPT. At the press conference, Apple also demonstrated how Siri accesses OpenAI's ChatGPT.
Editor/Rocky
