Apple Secretly Building ChatGPT-Style AI Search Engine to Revive Siri, Reports Say

For months, Apple watched as rivals like Google and Microsoft integrated generative AI into their core products, while its own Siri assistant increasingly felt like a relic. Now, facing investor pressure and underwhelming Q3 revenue partly attributed to its AI lag, Apple is making a pivotal strategic shift. According to Bloomberg’s Mark Gurman, the tech giant has formed a secret internal team—dubbed “Answers, Knowledge, and Information” (AKI)—to develop an in-house ChatGPT-like search experience, signaling a major evolution for Apple Intelligence.

The move follows Apple’s controversial delay of its marquee “Personalized Siri” feature to 2025, which left iOS feeling stagnant amid industry leaps in conversational AI. Though CEO Tim Cook promised “transformative opportunities” in AI during Apple’s earnings call, developers and users questioned Apple’s commitment to innovation.

How Will Apple’s New AI Search Engine Challenge Competitors?

Per Gurman’s Power On newsletter, the AKI team is exploring multiple AI-driven services to create a seamless search tool that could finally modernize Siri’s capabilities. This marks a philosophical reversal for Apple, which previously avoided developing its own chatbot despite industry trends. The unit is led by Robby Walker—a former Siri engineer—underscoring Apple’s urgency to reclaim lost ground in AI.

Apple has simultaneously held talks with AI search startup Perplexity, hinting at potential partnerships or acquisitions. While iOS 18 introduced basic Apple Intelligence features like writing tools and image generation, the absence of advanced search or reasoning capabilities reinforced perceptions that Apple trails peers. Analysts suggest AKI’s work could integrate deeply with Safari, Messages, and Siri, offering real-time answers sourced from Apple’s ecosystem instead of web links.

Why Apple’s AI Pivot Could Redefine Its Future

Apple’s Q3 revenue dip highlighted the cost of its AI hesitation. As rivals monetize AI through subscriptions and cloud services, Apple’s hardware-centric model faces pressure. Gurman notes AKI’s tools might debut as soon as late 2025, potentially bundled with Apple’s services suite or as premium features. Crucially, an integrated search engine could strengthen user lock-in, driving iPhone upgrades and Services revenue.

However, execution risks remain. Apple’s stringent privacy stance may limit data access needed for training sophisticated models. And with OpenAI’s ChatGPT already embedded in iPhones via a controversial partnership, Apple must prove its native solution offers unique value—like on-device processing or deeper app integration—to justify user adoption.

Apple’s quiet AKI initiative signals a high-stakes race to dominate AI-powered search—a move that could revitalize Siri, boost hardware sales, and finally align the iPhone maker with an AI-first era. For users and investors alike, this development warrants close attention as Apple bets its future on answering questions, not just selling devices.

Must Know

Q: What is Apple’s AKI team developing?
A: Apple’s secretive “Answers, Knowledge, and Information” unit is building an in-house AI search engine similar to ChatGPT. The tool aims to provide direct answers to complex queries, moving beyond Siri’s current command-based functions.

Q: Why did Apple delay its Personalized Siri feature?
A: Apple postponed Personalized Siri until 2025 due to technical hurdles in implementing on-device AI processing and ensuring privacy compliance. The delay contributed to criticism of Apple’s AI progress.

Q: How might Apple’s AI search differ from ChatGPT?
A: Apple’s solution will likely emphasize privacy with on-device processing, deeper iOS integration (e.g., pulling data from Mail or Messages), and alignment with its hardware ecosystem—unlike cloud-dependent rivals.

Q: Could Apple partner with Perplexity or other AI firms?
A: Talks with Perplexity suggest Apple may acquire specialized tech or form partnerships to accelerate development, though AKI’s work confirms a parallel in-house strategy.

Q: When will Apple’s AI search launch?
A: Gurman estimates late 2025 or early 2026, pending testing and regulatory reviews. The tool may debut alongside iPhone 17 or a major iOS update.

Q: How will this impact iPhone users?
A: Users could see Siri transform into a true conversational assistant capable of research, content creation, and personalized support—potentially as a paid service tier.