Apple is reportedly working on a streamlined AI chatbot designed to compete directly with ChatGPT, signaling a strategic pivot in its approach to artificial intelligence. According to a report from Bloomberg’s Mark Gurman, the tech giant has formed a dedicated team – called “Answers, Knowledge and Information” – tasked with building a proprietary AI-driven chatbot and search experience.
This new initiative marks a significant departure from Apple’s previous strategy. In 2024, the company partnered with OpenAI to integrate ChatGPT into Siri, seemingly opting to rely on third-party AI technologies rather than develop its own. However, the formation of this internal team suggests a renewed focus on building native AI solutions aligned with Apple’s long-standing “not first, but best” philosophy.
The in-house system under development is described as a “stripped-down” alternative to ChatGPT, capable of browsing the web and generating conversational responses. Gurman’s sources indicate that the technology may power a standalone app, as well as enhance Apple services like Siri, Spotlight, and Safari. The project is reportedly led by Robby Walker, a former head of Siri, and Apple is actively recruiting talent with expertise in search algorithms and engine development.
Despite its reputation for innovation, Apple has faced challenges in keeping pace with AI advancements. The company recently postponed the release of its revamped Siri, noting only that the update would arrive “in the coming year.” Still, Apple appears determined to accelerate its AI efforts. During its Q3 earnings call, CEO Tim Cook emphasized the company’s commitment to AI and acknowledged that Apple is open to strategic acquisitions to speed up its roadmap.
With the development of its own chatbot and broader AI services, Apple is making it clear that it intends to be a major player in the next wave of AI-driven technology.
