Apple has fallen far behind in the competitive market of AI-powered chatbots, but it may have a plan for an in-house option that aligns with the company’s “not first, but best” philosophy. According to Bloomberg’s Mark Gurman, Apple created a team called “Answers, Knowledge and Information” earlier this year that’s tasked with developing a “stripped-down rival to ChatGPT.”
Forming this team represents a major change in direction from Apple’s earlier stance on artificial intelligence when the company partnered with OpenAI in 2024 to infuse Siri with ChatGPT instead of developing its own AI chatbot. Now, Gurman reported that this new Apple team will instead develop in-house AI services for a “new ChatGPT-like search experience” that can crawl the web to respond to questions. These new capabilities could be a standalone app, as well as support AI capabilities for Apple’s Siri, Spotlight and Safari, according to Gurman’s sources. The team is reportedly led by Robby Walker, who previously oversaw Siri, and has been advertising job openings that mention wanting experience with search algorithms and engine development.
Beyond the Answers, Knowledge and Information team, Apple has experienced some growing pains when it comes to artificial intelligence. Earlier this year, the company said it would delay the release of the new-and-improved Siri, adding only that it would roll out “in the coming year.” However, Apple is aware of the need to accelerate its Apple Intelligence program to stay competitive. In the latest third-quarter earnings call, the company’s CEO Tim Cook said that Apple is open to acquisitions to fast-track its AI roadmap.