Apple is reportedly developing an AI-powered answer engine, Bloomberg reports. The company has formed a new team to build a system that pulls and responds to user questions using information sourced from the web. This tool could work like other search chatbots, like ChatGPT and Google Gemini. 

According to Bloomberg, Apple’s answer engine could become a core part of Apple products like Siri, Safari, and Spotlight. A standalone app is also being considered.

The internal team leading the effort is called AKI, short for “Answers, Knowledge, and Information.” Bloomberg reports that this group is building the infrastructure to support a new generation of Apple search. The goal is to deliver up-to-date, general knowledge answers directly to users — a feature in growing demand among users of AI tools like ChatGPT, Claude, and Perplexity.

Bloomberg says Apple is also hiring for this initiative. Several job listings mention experience with search algorithms and engine development, suggesting a more serious investment in search infrastructure beyond the AI features already integrated into Siri.

AI search is changing user behavior, and Apple is paying attention

As AI search tools grow in importance, companies are ramping up their AI strategies, and Apple wants to join in. While the company has previously downplayed the urgency to build its own AI search tool, that stance appears to be shifting. Apple has long relied on Google as the default search engine, a deal that generates about $20 billion annually. But executives are now concerned that users are turning to generative AI tools instead of traditional search.

Eddy Cue, Apple’s Senior Vice President of Services, acknowledged a drop in Safari-based searches as users shift to AI-powered engines. This behavior has triggered internal debates about Apple’s reliance on Google and whether it needs a new strategy. The company is already exploring partnerships with newer AI tools like Perplexity.

With Google facing legal pressure that could force changes to its search deal, the billion-dollar payments it makes to Apple could be at risk. Developing its own AI answer engine could benefit Apple in the long term. An AI-powered search chatbot could reduce the number of Google queries made on Apple devices.

Apple eyes OpenAI and Anthropic to support Siri upgrades

The company has already adopted AI in its products. For instance, Apple has ChatGPT integrated into Siri. However, it’s working with other external partners to enhance Siri’s capabilities. Apple is in talks with OpenAI and Anthropic to provide generative AI models.

What’s different is Apple’s approach to running these models. Rather than relying entirely on outside infrastructure, Apple wants to operate the models on its Private Cloud Compute — a system built using its own chips. This setup aims to give Apple more control over performance, integration, and data privacy.

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