Apple is reportedly developing its own artificial intelligence-powered search engine, internally dubbed the “Apple Answer Engine,” in a move that could redefine how users interact with Apple devices and challenge the dominance of ChatGPT and Google’s Gemini AI.
According to a report by Bloomberg’s Mark Gurman, Apple has formed a specialized team named Answers, Knowledge, and Information (AKI) to build this search-focused AI system. The product, still in development, is being designed to provide real-time answers to user queries by pulling information directly from the web—similar to what ChatGPT and Gemini currently offer.
Step beyond Siri and ChatGPT integration
While Apple has already integrated OpenAI’s ChatGPT into Siri and Apple Intelligence features announced at WWDC 2024, the company now appears to be seeking greater autonomy in the rapidly evolving AI race.
The Apple Answer Engine is expected to become a core part of Apple’s ecosystem, with planned integration into Siri, Spotlight, Safari, and potentially a standalone application. By embedding the AI deeper into its system, Apple could offer more personalized, secure, and private user experiences—aligning with the company’s longstanding emphasis on user data privacy.
Hiring surge signals Apple’s search ambitions
Apple is actively recruiting AI and search specialists to power this next-gen tool. Recent job postings reveal the company is seeking experts in search algorithms, large-scale language models, and AI infrastructure, underscoring its serious intent to build a robust in-house alternative to traditional search engines.
This internal push comes at a time when Apple’s long-standing partnership with Google—particularly its reliance on Google Search as the default engine on Safari—is under antitrust scrutiny. Analysts suggest that by creating its own search solution, Apple could reduce its dependence on Google and provide users with a unique, Apple-native answer experience.
Reversal in strategy: From reluctance to bold entry
Interestingly, earlier this year Apple had publicly dismissed the need to build its own chatbot, citing a perceived lack of user interest. However, that stance seems to have changed dramatically amid growing demand for generative AI tools.
The AKI team, reportedly led by Robby Walker, who reports directly to Apple’s AI Chief John Giannandrea, is now charged with improving Apple’s core search experiences across Siri, Safari, and Spotlight, while also testing the feasibility of a full-scale “Answer Engine.”
AI as Apple’s next big bet
Apple CEO Tim Cook is said to view artificial intelligence as a transformative shift—comparable in scope to the invention of the internet, smartphones, and cloud computing. During a company-wide meeting, Cook reportedly told employees:
“Apple must do this. Apple will do this. This is ours to grab.”
Despite a relatively late entry into the generative AI space, Cook believes Apple can dominate the industry with its trademark approach to user-centric design and privacy-first implementation.
With around 36% of users now preferring AI chatbots over traditional search engines, Apple’s timing may be strategic. The company aims to seize market share by offering an AI experience embedded natively into Apple products—something competitors like OpenAI and Google can’t fully replicate within Apple’s tightly controlled ecosystem.
Though still under development, the Apple Answer Engine represents a strategic pivot for Apple—transforming it from a cautious observer to a major contender in the AI race. If successful, it could not only disrupt the current search and chatbot markets but also reshape how millions of users engage with their devices.
The first major rollout of these AI-powered features is expected with iOS 18 and macOS 15, although a full launch of the standalone Answer Engine might take longer. With rising user expectations and increasing competition, the coming months will be critical for Apple’s AI ambitions.
