Apple develops AI search engine to challenge Google & OpenAI
Apple is reportedly developing its own artificial intelligence-powered search engine, signaling a significant strategic shift for the tech giant that has previously shown skepticism toward generative AI technologies. This move positions Apple to directly compete with established players like Google and emerging forces such as OpenAI in the rapidly evolving AI landscape.
According to a report by Bloomberg’s Mark Gurman, Apple is building an internal generative search feature designed to provide users with contextually relevant answers to their questions. This initiative is being spearheaded by a newly formed AI team within Apple, dubbed “Answers, Knowledge and Information” (AKI), under the leadership of Robby Walker. The team’s primary objective is to create a system that can efficiently scan the web and synthesize information into a product tentatively named “Answer Engine.”
Beyond the core search engine, the AKI team is also reportedly working on a standalone application for this new technology. Furthermore, the development includes significant backend infrastructure improvements for Apple’s existing services, including its voice assistant Siri, the system-wide search tool Spotlight, and the Safari web browser. This integration suggests a comprehensive strategy to embed AI-powered search capabilities deeply across Apple’s ecosystem.
This development marks a notable departure from Apple’s long-standing cautious stance on advanced AI, particularly generative models akin to ChatGPT. For years, the company maintained a more reserved approach, focusing on on-device AI for privacy and efficiency rather than cloud-based generative systems. However, the rapid advancements and widespread adoption of generative AI by competitors have seemingly prompted Apple to re-evaluate its position.
The strategic importance of generative search has become undeniable in the current tech environment. Apple’s entry into this domain is widely seen as an effort to regain competitive ground against Google, which dominates the search market, and OpenAI, which has set new benchmarks in generative AI capabilities. This push aligns with recent statements from Apple CEO Tim Cook, who reportedly told employees that AI is as pivotal as the internet or the smartphone, underscoring the company’s commitment to the technology.
Historically, Apple’s AI efforts, particularly with Siri, have faced criticism for lagging behind competitors. Reports from earlier in the year suggested Apple was even considering integrating external AI models from companies like OpenAI and Anthropic into Siri, highlighting the challenges it faced in developing its own cutting-edge AI. The current internal development of an “Answer Engine” indicates a renewed determination to build proprietary, advanced AI capabilities to power its future products and services.