Apple has secured an observer role on OpenAI‘s board, marking a significant step in enhancing its artificial intelligence capabilities. Phil Schiller, head of Apple‘s App Store and former marketing chief, will assume the role, slated to commence later this year.
Schiller’s role as an observer allows him to participate in OpenAI’s board meetings, gaining crucial insights into the organization’s strategic decisions without voting authority. This move underscores Apple’s commitment to deepening its understanding of OpenAI’s AI advancements and strategies.
“This partnership with OpenAI will enable us to closely track the forefront of AI innovation, further strengthening our competitive position in the tech landscape,” said Phil Schiller.
The collaboration positions Apple alongside Microsoft, OpenAI’s primary supporter and major AI technology provider, aiming to maintain competitiveness amidst rapid advancements in artificial intelligence.
However, potential complications may arise due to longstanding rivalries, particularly concerning Microsoft’s stance on Schiller’s involvement in discussions pertaining to future AI initiatives involving both companies.
Schiller, currently an Apple Fellow overseeing the App Store and product launches, stepped down as head of marketing in 2020 but continues to play a pivotal role within the company. Beyond Apple, he serves as a director at Illumina, a leading medical technology firm.
At the recent WWDC 2024 event in June, Apple announced plans to integrate ChatGPT into iPhones, iPads, and Macs, enhancing its AI capabilities through the upcoming iOS 18 release. This integration signifies Apple’s commitment to leveraging advanced AI models to handle complex tasks and optimize user experience.
“This partnership is not about financial gains; rather, it’s about leveraging OpenAI’s expertise to enhance the AI capabilities of Apple devices,” noted sources familiar with the matter.
Additionally, Apple is exploring collaborations with other AI developers, including Google, Anthropic, Baidu, and Alibaba Group Holding, to expand chatbot integrations under its new AI initiative branded as “Apple Intelligence.”
Despite OpenAI’s previous controversies and leadership changes, Apple’s acquisition of an observer role highlights the strategic importance of this partnership in advancing its AI strategy.