Apple is reportedly developing its own AI-powered “answer engine” designed to respond to questions using information gathered from across the web. According to Bloomberg’s Mark Gurman, the initiative is led by a new Apple team called Answers, Knowledge, and Information. This team is focused on building technology that could either become a standalone app or be integrated into existing Apple services like Siri and Safari.
Apple is also recruiting talent with expertise in search algorithms and engine development to support this effort, indicating a push toward more advanced AI-driven search experiences within its ecosystem. The move suggests Apple is preparing to compete more directly with advanced AI tools like ChatGPT, which it has already integrated into Siri but has struggled to fully personalize and deploy at scale.
Despite previous announcements about a next-generation, AI-powered version of Siri, Apple has faced delays in releasing the updated assistant due to performance and reliability challenges. The development of its own answer engine could signal a strategic shift toward building more proprietary AI technology rather than depending solely on external platforms.
This effort also comes as Apple may need to revisit its long-standing search deal with Google. Following Google’s antitrust defeat, Apple could face pressure to adjust its reliance on Google Search within its devices. An in-house AI-driven search engine would give Apple more control over user experience and reduce dependence on third-party providers, aligning with its broader focus on privacy and ecosystem integration.
While still in the early stages, Apple’s answer engine project shows its commitment to enhancing AI capabilities and ensuring it remains competitive in the fast-evolving landscape of generative AI and intelligent search. The company’s hiring push and internal team restructuring highlight how central AI innovation has become to Apple’s future product strategy.
