Apple is building a powerful new AI model that merges ChatGPT’s conversational intelligence with Google’s search depth. After long delays, the company has formally committed to creating its generative AI tool. Internal sources say Apple has formed a specialized team to drive this effort forward. As rivals surge ahead, the pressure is mounting for Apple to compete directly in AI.
Apple Moves AI Development In-House
Apple has launched a new internal group named “Answers, Knowledge and Information” (AKI) to build a next-generation AI chatbot. According to Bloomberg, the team is led by Robby Walker, a former Siri executive who is now tasked with creating what Apple calls an “answer engine.” This system will combine conversational AI with live web search, offering users direct, intelligent responses.
Walker’s team includes several engineers who previously worked on Siri. The group is reportedly designing a product that goes beyond voice assistance, with features that could integrate into Spotlight or Safari or launch as a standalone app.
Siri’s Limitations Prompt Strategic Overhaul
Apple Intelligence, the company’s current AI framework, is focused on practical features such as summarizing texts and cleaning up photos. However, Siri’s search performance has not kept pace with user expectations. It often redirects users to generic Google results or links them to ChatGPT via a simplified interface.
This is specifically bad on anything without a screen, such as HomePod, where users will expect smooth responses to voice actions. The shortcomings of Siri has compelled Apple to look forward to new solutions and re-consider the way it provides AI experiences.
AI Partnership Talks Failed Over Costs
Apple has already considered cooperating with OpenAI and anthropics in order to redevelop Siri with the help of a third party large language model—nevertheless, the estimated expenditures on such partnerships cause the company to retreat. The top management also thought of purchasing a giant AI company. Bloomberg said a top generative AI startup, Perplexity, was one of the best options and possibly remains in the mix.
By choosing to develop in-house instead, Apple hopes to gain full control over its AI infrastructure. The company is following the same pattern it used when transitioning to custom silicon and proprietary chips.
Apple’s $20 Billion Google Deal Faces Threats
Currently, Apple earns an estimated $20 billion each year from Google to keep it as the default search engine on iOS devices. But U.S. regulators are now targeting this deal, calling it anti-competitive. If blocked, Apple could lose a key source of services revenue.
Launching its own “answer engine” would allow Apple to redirect user searches through its own systems. That could partially offset the loss and reduce long-term dependency on Google, a growing concern for Apple’s executive team.
Generative AI Is Reshaping Search Expectations
Generative AI is replacing the traditional search model, which is keyword-based searches and static results. Conversational search has become the norm with the help of tools like ChatGPT and Perplexity. Open-ended questions now require consumers to be given answers quickly, and this should be provided in context.
Eddy Cue, Apple’s head of services, has confirmed in court that AI-powered search is in the future. He also noted that Apple considered collaborating with AI-related companies to keep up. The change in this industry makes the moment of the new Apple initiative significant.
Talent Losses Undermine Apple’s AI Team
While the new AKI team moves forward, Apple’s broader AI division is struggling with staff retention. Bloomberg reported that four researchers from the company’s Foundation Models team left in July to join Meta’s superintelligence lab. This includes Ruoming Pang, the team’s founder, and Bowen Zhang, a leader in multi-modal AI.
Sources say the researchers were drawn by Meta’s promise of advanced research and significantly higher compensation. Their exit signals deeper issues inside Apple’s AI unit, particularly around the perceived pace of innovation and project scope.
A Long Road to Product Launch
Despite the urgency, Apple’s new answer engine is still in early development. Industry observers believe a full rollout is years away. Apple is expected to emphasize privacy, system-wide integration, and stability over flashy features.
Classical to its pattern, the company would carry out lengthy testing within the organization before announcing anything to the outside world. Although the generative AI strategy developed by Apple is currently more forceful, it will still adhere to the company’s brand values: precision, security, and seamless user experience.
FAQs
What is Apple’s new “answer engine”?
Apple’s answer engine is an AI-powered tool being developed to deliver conversational responses to user queries—similar to ChatGPT but with built-in search capabilities. The system is expected to crawl the web and integrate across Apple devices.
Who is leading Apple’s answer engine project?
The project is led by Robby Walker, a Senior Apple director who previously oversaw Siri. He now heads the “Answers, Knowledge and Information” (AKI) team and is responsible for building the new AI system.
Why is Apple building its own AI model instead of using ChatGPT or Google?
Apple explored partnerships with OpenAI and Anthropic but chose to build its own model due to high costs and a desire for more control. The move also helps reduce reliance on Google, which currently pays Apple billions to remain the default search engine.
What will happen to Siri once Apple’s answer engine is launched?
Siri is expected to receive major upgrades. The answer engine may serve as its new backend, helping Siri respond more accurately to questions instead of defaulting to web links or third-party AI tools.
When will Apple’s AI-powered answer engine be available?
There is no official release date yet. Industry reports suggest the product is still in early development and may take years to launch. Apple is known for extensive internal testing before releasing major features.
