Apple’s AI ambitions just took a bold new turn. On Monday, Bloomberg’s Mark Gurman broke the news: Apple has launched a specialised team internally dubbed “Answers, Knowledge, and Information” to build a ChatGPT-like search product that could change how users find information on their devices.
This move signals Apple’s intent to leap into conversational AI, challenging OpenAI and Google head-on.
Apple’s “Answers” team for AI search
Forget waiting for third-party chatbots; Apple is now developing its answer engine. Headlines buzzed after insiders revealed the new “Answers” team.
According to Bloomberg, the team’s mission is to build a stripped-down AI chatbot that can crawl the web and deliver instant, conversational results in response to almost any question.
A source familiar with Apple’s hiring efforts shared, “Apple is looking for candidates with experience in search algorithms and engine development.”
The team is exploring a standalone app and integration with Siri, Spotlight, and Safari to enhance Apple’s ecosystem.
CEO Tim Cook rallies staff on AI priority
Tim Cook drove the message home at an all-hands meeting last week: “We’ve rarely been first. There was a PC before the Mac; there was a smartphone before the iPhone… This is how I feel about AI.”
He reinforced that Apple “must do this” to compete, calling the AI revolution as big or bigger than any in Apple’s history.
Meanwhile, Apple is also facing the challenge of retaining AI talent, with rivals like Meta poaching researchers, including the head of Apple’s AI division, Ruoming Pang.
Still, Cook’s rallying call and Apple’s hiring push indicate a determined pivot toward owning AI-powered search.
Bridging the gap in Siri and Apple Search
Following delays in the “Apple Intelligence” rollout and customer scepticism about existing AI features, Apple’s new ChatGPT-like search product is designed to fill the gap.
Spokespeople have hinted that the next evolution could surpass basic tools like Genmoji or Notification Summaries, delivering an experience more akin to ChatGPT or Perplexity AI.
Developers on the project say the goal is to revolutionise search on iPhones. The “Answers” team aims to create a product that “makes access to world knowledge as simple as texting a friend.” Apple’s approach may have lagged in the AI race, but it’s betting that delivering a polished, privacy-focused product will lure users back.