Aug 29 (Reuters) -

Apple ( AAPL ) and chip giant Nvidia ( NVDA ) are reportedly

in talks to invest in OpenAI as part of a new fundraising round

that could value the ChatGPT maker above $100 billion, according

to media reports on Thursday.

The Wall Street Journal first reported on Apple's ( AAPL )

interest, citing sources, while Bloomberg News reported on

Nvidia's ( NVDA ) potential involvement.

The news comes a day after the Journal reported that venture

capital firm Thrive Capital would invest around $1 billion in

OpenAI, leading the funding round.

Apple ( AAPL ) and OpenAI not immediately respond to Reuters

requests for comment, while Thrive Capital, Nvidia ( NVDA ) and Microsoft ( MSFT )

declined comment.

OpenAI has become increasingly important to Apple's ( AAPL )

artificial intelligence strategy, with the iPhone maker bringing

the AI firm's chatbot, ChatGPT, to Apple ( AAPL ) devices in June as part

of "Apple Intelligence."

Apple ( AAPL ) was also reported to gain an observer role on OpenAI's

board.

Microsoft ( MSFT ), OpenAI's largest strategic investor with

over $10 billion invested, is also expected to participate in

the funding round, according to the WSJ report.

The exact investment amounts from Apple ( AAPL ), Microsoft ( MSFT ) and

Nvidia ( NVDA ) remain undisclosed.

OpenAI's high valuation is a result of the AI arms race it

sparked with the launch of ChatGPT in late 2022, prompting

companies across industries to invest billions in the technology

to stay ahead of the competition and capture market share.

The Sam Altman-led firm was reportedly valued at $80 billion

in February after completing a deal where the company would sell

existing shares in a so-called tender offer led by Thrive

Capital.