Apple is secretly developing its own AI-powered search tool to rival ChatGPT, marking a dramatic shift from its earlier partnership-focused approach. The new “Answers, Knowledge, and Information” (AKI) team represents Apple’s ambitious move toward search independence.
Table of Contents
Apple’s AI Strategy Evolution
| Previous Approach | New AKI Strategy |
|---|---|
| Partnership with OpenAI | In-house development |
| “No homegrown chatbot” | Dedicated answer engine |
| Google dependency | Search independence |
| 2024 launch | 2026 full rollout |
Why Apple Changed Course
Google Dependency Concerns
Apple’s $20 billion annual deal with Google for default search is under antitrust scrutiny. Apple’s CFO has acknowledged the company’s growing services revenue is tied to that deal, making diversification crucial for future growth.
Consumer Behavior Shift
Users increasingly prefer AI-powered search tools like ChatGPT and Perplexity over traditional search. Apple’s services chief Eddy Cue has reportedly told regulators that “AI-based search is the future.”
Siri’s Performance Issues
Current Siri limitations force users to rely on ChatGPT or generic Google searches, creating “frustrating” experiences, especially on devices like HomePod that don’t have screens.
Meet the AKI Team
Led by Robby Walker, former senior director of Siri, the AKI team was formed to address Siri’s “ugly and embarrassing” slow progress. The team focuses on developing an “answer engine” that will:
- Crawl the web for AI-powered responses
- Integrate with Siri, Spotlight, Safari, and Messages
- Respect user privacy as a core principle
- Potentially launch as a dedicated app
Advanced Features & Privacy Focus
Apple’s job listings reveal exciting developments in privacy-first AI search:
- Search algorithms optimized for personal data
- AI systems that answer questions using “users’ personal documents with privacy at the forefront”
- Web crawling capabilities for comprehensive responses
Timeline & Market Impact
While Apple Intelligence launches in 2024, the advanced Siri experience won’t arrive until 2026. This timeline allows Apple to:
- Build robust infrastructure
- Reduce third-party dependencies
- Establish partnerships with AI startups like Perplexity
Strategic Implications
The AKI team represents Apple’s $20 billion hedge against potential Google partnership disruption. By developing internal capabilities, Apple positions itself to:
- Control user search experience completely
- Monetize search independently
- Integrate seamlessly across the Apple ecosystem
This initiative signals Apple’s recognition that AI-powered search isn’t just a trend—it’s the future of information discovery.
The company’s active hiring across AI roles and restructured leadership demonstrate serious commitment to challenging established players like OpenAI and Google in the AI search space.
FAQs
When will Apple’s ChatGPT rival be available?
The advanced AI search features are expected to launch with the enhanced Siri in 2026.
What makes Apple’s AKI team different from existing AI search tools?
AKI focuses on privacy-first AI search that integrates personal documents while protecting user data.
