The negotiations are about licensing Gemini for some new features coming to the iPhone software this year, the report said, adding that the terms or branding of an AI agreement or how it would be implemented have not been decided.
It is unlikely that any deal would be announced until June, when Apple plans to hold its annual conference of developers, and the iPhone maker also recently held talks with ChatGPT-maker OpenAI about using its model, according to the report.
Apple, Alphabet-owned (GOOGL.O) Google and OpenAI did not immediately respond to Reuters requests for comment.
Alphabet shares rose 3% in premarket U.S. trading, while Apple was up 0.5%.
A potential deal between the firms could help Google expand the use of its AI services to more than 2 billion active Apple devices, boosting the search giant's efforts to catch up with Microsoft (MSFT.O)-backed OpenAI.
It could also help allay investor fears about the slow roll-out of AI apps by Apple, which has lost the crown of the world's most valuable firm after a 10% decline in its shares this year.
The firms have a years-long partnership that makes Google the default search engine on Apple's Safari web browser, and a genAI tie-up may help the Alphabet unit navigate fears that services like ChatGPT could threaten its search dominance.
But the agreement could also invite sharper scrutiny from U.S. regulators, who have sued Google on grounds that it unlawfully stifled competition by paying billions of dollars to Apple to maintain its monopoly in search.
Apple CEO Tim Cook said last month that the company was investing "significantly" in generative AI and would reveal more about its plans to put the technology to use later this year.
The Bloomberg report said Apple was planning to use its own homegrown AI models for some new capabilities in its upcoming iOS 18, but was seeking a partner to power genAI features, including functions for creating images and writing essays based on simple prompts.
