Apple, the company synonymous with iPhones and innovative technology, is reportedly seeking external help to bolster its artificial intelligence (AI) efforts. According to sources familiar with the matter, Apple has engaged in discussions with established AI players like Google and promising startups like Cohere and OpenAI. This move suggests a potential shift in Apple's AI strategy. While the company possesses a strong internal AI team and has made significant strides in areas like facial recognition and voice assistants (Siri), it appears Apple might be looking to close the gap in the generative AI field. Generative AI is a rapidly growing area where computers can create entirely new content, from realistic images to complex musical pieces. 

By collaborating with external AI firms, Apple might be aiming to equip its mobile devices with more advanced features powered by this cutting-edge technology. This could lead to exciting advancements in areas like photo editing, personalized content creation, or even innovative features within its iMessage platform. The details of these discussions remain confidential. However, the potential for Apple to leverage external AI expertise is significant. Google, a leader in the AI field, could offer established and reliable solutions, while startups like Cohere and OpenAI might bring fresh perspectives and cutting-edge approaches. 

Apple's decision to seek external help could indicate an acknowledgment of the ever-evolving AI landscape. By strategically incorporating external AI solutions, Apple could potentially accelerate its AI development and deliver even more innovative mobile experiences for its users. The impact of these discussions remains to be seen. However, one thing is clear: Apple's move signifies its commitment to staying at the forefront of technological innovation, particularly in the crucial domain of artificial intelligence.