Apple is building its own artificial intelligence-driven search engine, internally referred to as the “Apple Answer Engine,” marking a major step toward independence in the competitive AI landscape and a direct challenge to dominant players like ChatGPT and Google’s Gemini.
Apple’s Bold AI Search Move
According to Mark Gurman, Apple has assembled a dedicated team named Answers, Knowledge, and Information (AKI) to develop a next-generation AI system capable of delivering real-time answers to user queries by pulling data directly from the web—similar to existing AI models like ChatGPT and Gemini.
Unlike current integrations that rely on third-party AI, the Answer Engine represents Apple’s shift toward building a fully in-house AI-powered search experience.
Beyond ChatGPT: Deeper Integration Across Apple Devices
Although Apple announced a partnership with OpenAI to bring ChatGPT features into Siri and Apple Intelligence at WWDC 2024, the new Answer Engine signals a push for greater autonomy.
Planned integrations include Siri, Spotlight, Safari, and possibly a dedicated app, which would allow Apple to offer more seamless, personalized, and privacy-focused AI capabilities across its ecosystem—an area where the company continues to differentiate itself.
Strategic Hiring Spree and Google’s Shadow
Apple is currently ramping up hiring efforts, seeking experts in search algorithms, AI infrastructure, and large language models. The push suggests Apple’s long-term goal of reducing reliance on Google Search, especially as the partnership between the two tech giants faces increased antitrust scrutiny.
By building its own answer engine, Apple can create a native, fully integrated AI experience that competitors like Google and OpenAI can’t replicate on its platforms.
A Strategic Reversal
Earlier this year, Apple had dismissed the idea of creating its own chatbot, citing low user interest. That position has since reversed as generative AI adoption continues to accelerate. The AKI team, reportedly led by Robby Walker under Apple’s AI chief John Giannandrea, is now focused on transforming Apple’s search experiences within Siri, Safari, and Spotlight.
AI: Apple’s Next Big Frontier
CEO Tim Cook has described AI as a transformative force—on par with the internet and the smartphone. In a recent internal meeting, he reportedly stated:
“Apple must do this. Apple will do this. This is ours to grab.”
Despite entering the generative AI space later than rivals, Apple believes it can lead through its signature user-first design and privacy-centric approach.
What’s Next?
The first major AI enhancements are expected to debut with iOS 18 and macOS 15, while the standalone Answer Engine may take longer to fully launch. With nearly 36% of users now preferring AI chatbots over traditional search engines, Apple’s timing could prove strategic.
If successful, the Apple Answer Engine could redefine search, disrupt the chatbot market, and reshape how hundreds of millions of users interact with Apple devices.
