Apple plans new AI search engine to rival Google and ChatGPT

New Delhi: Apple has reportedly set its sights on building its own AI-powered search system, a move that could reshape the company’s approach to artificial intelligence. As per a Bloomberg report by Mark Gurman, the tech giant has formed a new team focused on building an "answer engine”, a ChatGPT-style product designed to respond to queries using web data.

This internal project is still in its early development phase. However, it signals Apple’s growing interest in competing directly with companies like Google, OpenAI, Microsoft, and Perplexity AI, all of whom are racing to redefine search with generative AI. The initiative comes at a time when Apple has faced criticism for falling behind in the AI race.

The group behind the AI search project is reportedly called Answers, Knowledge and Information (AKI). It is led by Robby Walker, a senior executive who previously worked on Siri. According to Gurman’s report, the team is working on a system that can scan the internet and return natural-language answers to general knowledge questions, similar to how OpenAI’s ChatGPT or Perplexity works.

This development comes just months after Apple integrated ChatGPT into its devices as part of its Apple Intelligence announcement at WWDC 2025. That move, seen as a stopgap measure, allowed Siri to offload some queries to ChatGPT. Users are currently prompted when Siri requires external help, leading to a somewhat fragmented experience.

Apple’s decision to work on its own "answer engine” seems to stem from several factors. First, the delayed rollout of its next-generation Siri, originally expected earlier, has left a gap in its AI strategy. Second, user feedback on Apple’s AI features like Genmoji and notification summaries has been underwhelming. These setbacks appear to have motivated Apple to build something more foundational.

Although Apple has not commented publicly, Bloomberg notes that senior leadership had initial "reservations” about this direction. However, the company now appears fully committed to exploring it. There were even earlier signs of Apple’s interest in this space, including reported discussions with AI startup Perplexity. According to Patently Apple, Perplexity’s CEO turned down acquisition talks but did tease expansion plans for its Comet AI browser across platforms.

While no product launch timeline has been confirmed, the implications of Apple building its own generative AI search engine are significant. If successful, it could reduce Apple’s reliance on third-party models like OpenAI’s and allow for deeper on-device integration across iPhones, iPads, and Macs.

It also raises competition stakes with Google, whose Gemini-powered features are now embedded across its apps and browser, and with Microsoft’s Copilot, which is tightly integrated with Windows and Edge.

Apple’s search-related product could eventually reshape how users access information through Siri, Spotlight, Safari, and even iMessage, making AI assistance feel more seamless and less dependent on external models.

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For users, a successful in-house search model could offer more private, reliable, and tightly integrated AI experiences on Apple devices. However, Apple’s track record with AI, especially with Siri, has often lagged behind. The company’s ability to match the performance of advanced models like GPT-4 or Gemini remains to be seen.

From an industry perspective, Apple’s entry into AI search reflects a broader trend: generative AI is no longer just about chatbots. It’s now transforming how people discover information online. Whether Apple’s "answer engine” can stand up to the likes of Perplexity or Google Search is something only time will answer.