According to Bloomberg’s Mark Gurman, Apple has formed a new team focused on building a powerful “answer engine.”
Similar to chatbots like Gemini and ChatGPT, the tool will respond to user questions using information gathered from across the internet.
A New Team
The internal team is reportedly called Answers, Knowledge, and Information. It was formed to develop a system that can deliver accurate, real-time responses.
This engine could exist as a standalone application or integrate directly into Apple’s services like Siri, Safari, and Spotlight.
Other companies may already lead in generative AI, but Apple is moving slowly and strategically.
Its approach focuses on enhancing user experience while maintaining strong privacy protections.
Reinventing Search
Apple’s proposed AI engine goes beyond what Siri currently offers. Today, Siri often redirects users to web pages; however, an upgrade would eliminate that step.
Instead of displaying links, it would deliver direct, helpful answers. Users could ask questions such as, “How do I make bread at home?” or “What’s the weather in Paris next Friday?” and receive instant, personalized responses.
Apple-Google Deal
Google recently faced an antitrust loss that could impact its deal with Apple to remain the default search engine in Safari.
If that agreement changes, Apple may need an in-house alternative, and the new AI engine could fill that gap.
It would allow Apple to reduce dependence on third-party search providers and control more of the user journey.
The company is also hiring experts in search algorithms and engine development to ensure the project’s success.
Apple’s Unique Advantage
Apple’s solution will likely prioritize privacy and may design its engine to process requests locally when possible.
This would protect user data while still offering fast, smart answers. Moreover, Apple’s AI could work seamlessly across devices.
Users might receive consistent, personalized responses on iPhone, iPad, and Mac, without needing to share data with multiple platforms.
A Calculated Move
Some critics say Apple is lagging in AI; however, the company often waits to refine technology before launching it.
It did so with the iPhone, the Apple Watch, and the iPad. Apple focuses on delivering polished products, ones that feel complete from day one.
Also read: Apple Plans Significant Investment in AI
In this case, Apple is observing the competition closely. It is learning from existing models like ChatGPT, Gemini, and Copilot.
Then, it is applying those lessons to create a product that reflects Apple’s values: simplicity, privacy, and reliability.
