For a long time, Apple seemed to be deliberately avoiding its own ChatGPT competitor – now there are increasing indications that the company has changed its stance. Internal developments point to an AI-supported system that could equip not only Siri, but also Spotlight and Safari with a significantly enhanced response function. This is reported by Bloomberg, among others. This would be an important step for Apple in order to keep up with the competition from OpenAI, Google and others.
- Development of a ChatGPT-like “response engine”
- Integration into Siri, Spotlight and Safari planned
- Independent chatbot app is being considered
- New AKI department drives project forward under ex-Siri management
From AI procrastinator to response engine developer
Until recently, Apple focused primarily on discreetly integrating AI functions into existing applications. Siri often did not answer complex queries itself, but forwarded them to ChatGPT or web searches. According to executives, a chatbot of its own was not officially on the agenda – user interest was said to be too low.
However, the plans that have now become public show a change in strategy. In the “Answers, Knowledge and Information” (AKI) department founded at the beginning of the year, a system is being created that at first glance looks like a mixture of ChatGPT and a global AI search engine. The aim is to create a central “answer engine” that can independently provide precise information in future Apple products.
The head of the department is Robby Walker, who was previously responsible for Siri. Several ex-Siri developers are also part of the team. In addition to embedding it in existing services, Apple is apparently also considering a stand-alone AI app that could compete directly with rival offerings such as ChatGPT or Gemini.
Strategic realignment under competitive pressure
A key reason for this change of course is likely to be the growing pressure from the industry. Google is massively driving forward its AI search, OpenAI is continuously expanding ChatGPT and start-ups such as Perplexity are gaining visibility. Even within Apple, there are now more advocates for an offensive AI offering.
Eddy Cue, Senior Vice President for Services, admitted in a court case against Google that the future of search is clearly moving towards AI. Collaborations with specialized providers are conceivable. At the same time, Apple is increasingly looking for experts for search algorithms and AI engines – a clear signal that the plans are not just theoretical.
The development could also mean a turning point for Siri. The completely revised version of the voice assistant is expected to be released next year and could make extensive use of the new AI engine for the first time. This would give Apple the chance to raise its long-criticized assistant to a new level of performance.
Outlook
The project has not yet been officially confirmed, but there are growing indications that Apple is apparently preparing to enter the market for independent AI chatbots – or at least a significantly more AI-intelligent search in its services. If the project succeeds, the company could shed its reputation as a latecomer in the AI sector and give its own ecosystems a powerful boost. There are no prices or specific dates, but the next major Siri generation next year could be the starting signal.
