Apple has reportedly created a new internal team to develop its own AI-powered search tool, similar to ChatGPT. According to Bloomberg’s Mark Gurman, this project is being handled by a newly established group called “Answers, Knowledge, and Information” (AKI), marking a shift in Apple’s earlier approach to AI search.
Apple’s Earlier AI Strategy
When Apple announced its Apple Intelligence features at WWDC 2024, it stated clearly that “there wouldn’t be a homegrown chatbot.” Instead, Apple partnered with OpenAI to integrate ChatGPT into Siri for broader knowledge-based queries.
However, Gurman reports that internally, some Apple leaders believed “consumer interest in chatbots was limited,” and the focus stayed on utility features like rewriting text, summarizing notifications, and editing photos.
While Siri received some improvements, it still lacks consistent performance. For anything beyond basic tasks, Siri often directs users to ChatGPT—though “through a stripped-down interface”—or simply forwards them to a generic Google web search, which can be frustrating, especially on devices like the HomePod that don’t have screens.
Why Apple Is Rethinking Search
Apple’s reliance on Google is significant. Alphabet is believed to pay Apple nearly $20 billion per year to remain the default search provider. But this partnership is under antitrust scrutiny and “may soon be disrupted.” Apple’s CFO has even acknowledged the company’s growing services revenue is tied to that deal.
At the same time, consumer behavior is shifting. More users are now turning to AI tools like ChatGPT and Perplexity for advanced search tasks. Apple’s services chief Eddy Cue has reportedly told regulators that “AI-based search is the future.”
The New AKI Team and Its Goals
To prepare for that future, Apple formed the AKI team earlier this year, led by Robby Walker, a senior director who previously led Siri. After being reassigned due to Siri’s slow progress—described internally as “ugly and embarrassing”—Walker now heads the company’s push toward a more advanced search experience.
The AKI team is working on what Gurman calls an “answer engine,” designed to crawl the web and deliver AI-powered responses. This system could eventually power Apple’s built-in services like Siri, Spotlight, Safari, and even the Messages app. A dedicated app for this functionality is also being explored.
Apple is actively hiring for this initiative. Job listings mention roles focused on “search algorithms” and building AI systems that respect user privacy. Some roles specifically mention developing models that can answer “users’ questions using their personal documents with privacy at the forefront.”
Siri Delay and Long-Term Plans
While Apple Intelligence begins rolling out this year, the more advanced, personalized Siri experience won’t launch until 2026, according to the report. Until then, Apple’s focus appears to be building a stronger foundation for AI-powered search—one that doesn’t depend on third parties.
Looking Ahead
Apple is also said to be exploring partnerships with AI-focused search startups like Perplexity, broadening its options beyond current collaborations.
While no specific timeline has been confirmed, internal moves — including a restructured leadership team and active hiring across AI roles — point to Apple’s deepening push into AI-powered search.
Though a full rollout may still be some time away, the creation of the AKI team marks a significant shift in Apple’s search ambitions.