Apple is building its own generative AI search engine, signaling a major shift in how the tech giant approaches information delivery across its ecosystem.
The project, internally referred to as the Apple Answer Engine, is being developed by a newly formed team focused on AI and search capabilities. Known as the Answers, Knowledge, and Information group, this team is working on an AI system designed to provide real-time, web-connected responses to user queries — a direct challenge to services like OpenAI’s ChatGPT.
Deep Integration With Siri, Safari — and Possibly Its Own App
Apple intends to embed the Answer Engine across core platforms such as Siri and Safari, leveraging the tool to make voice and search interactions smarter and more dynamic. However, sources suggest Apple is also considering a standalone app dedicated to the AI engine, potentially expanding its use beyond voice assistants and web browsing.
This internal effort comes at a time when Apple is racing to modernize its AI offerings. Although the company recently introduced ChatGPT integration within Siri, its broader vision for personalized AI experiences has been slowed by development delays. The Answer Engine could serve as the foundation for Apple’s next-generation AI interface — one that delivers intelligent, context-aware results while maintaining the company’s strict stance on user privacy.
Building In-House Search Talent to Reduce Dependency
To move faster, Apple has begun aggressively hiring AI researchers and search algorithm engineers, with job listings revealing a clear push to enhance internal expertise in web-scale search and language models. This marks a strategic move to lessen its reliance on external tools and platforms — particularly as AI becomes central to the user experience across mobile and desktop devices.
A Strategic Move Amid Shifting Alliances and Antitrust Pressure
Apple’s foray into AI search could also be a calculated response to growing regulatory scrutiny of its longstanding deal with Google. The two companies have long partnered to keep Google Search as the default in Safari, a relationship now under the microscope as antitrust cases unfold. Should Apple’s own search capabilities mature, the company could pivot away from Google, reinforcing its control over search data and tightening the integration within its own devices.
In short, Apple appears to be laying the groundwork for a future where AI-powered answers are served up directly by Apple — not outsourced to third parties. Whether this will significantly shake up the AI search landscape remains to be seen, but the tech world is watching closely.