Apple is reportedly developing its own AI-powered search tool, internally called an "answer engine," to compete with the likes of ChatGPT and Gemini. This initiative signals a major shift for Apple, which has historically relied on partnerships, such as its deal with Google, and integrations of third-party AI like ChatGPT into Siri. The move reflects a growing recognition within Apple of the transformative impact of AI on how people seek and access information.
The "answer engine" is being developed by a newly formed team within Apple called "Answers, Knowledge and Information" (AKI). This team is focused on building a proprietary generative AI search engine capable of providing conversational results, rather than just displaying links. The goal is to create a system that can crawl the web and provide users with direct answers to their questions. Robby Walker, a senior Apple director who previously led Siri development, is overseeing the AKI team.
Apple's AI strategy appears to be two-pronged. The company is investing heavily in long-term infrastructure and product design while also exploring shorter-term solutions like acquisitions. CEO Tim Cook has described AI as a "major turning point" for the company, comparing its impact to the rise of smartphones and cloud platforms. Cook has emphasized the importance of AI to Apple's future, stating that Apple has to win in AI, and now is the time to make that happen. He has also committed to significantly increasing investments in AI development. To that end, Apple has hired 12,000 people in the past year, with approximately 40% joining research and development roles focused on AI. This includes hardware development, such as a new cloud chip, code-named Baltra, to support expanded server-based AI features and an AI server farm in Houston.
Apple's potential advantages in the AI search space include its existing ecosystem and user base. Integrating an AI search engine directly into its products could provide a seamless experience for users. Moreover, Apple's focus on privacy could be a key differentiator. The company's AI efforts are also focused on improving existing features like Siri and Spotlight. A redesigned Siri, rebuilt from the ground up, is expected as early as spring 2026.
Despite these efforts, Apple faces significant challenges in catching up to competitors in the AI race. Companies like Microsoft, Google, and OpenAI have already launched various AI products and gained considerable ground. Apple's late entry into the AI race means it must differentiate its products to effectively capture market share. The company has also seen some AI talent leave for competitors like Meta.
It remains unclear whether Apple's "answer engine" will be a standalone app or integrated into existing services like Siri, Safari, and Spotlight. The company is reportedly exploring both options. Apple is also working to update its infrastructure to improve search in its various products. Despite being a late mover, Apple's history suggests it can enter a market late and still reshape its direction. The company is investing heavily in AI and has the resources and user base to potentially disrupt the AI search landscape.
