Apple Forms New “Answers” Team to Build a ChatGPT Rival, Reshaping AI Search
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Bloomberg journalist Mark Gurman reports that Apple has recently recalibrated its AI strategy by establishing a new team under the codename “Answers, Knowledge, and Information.” The initiative aims to develop a proprietary AI chat system capable of rivaling ChatGPT, while simultaneously refining the built-in search experience to enhance the intelligence of services like Siri, Spotlight, and Safari.
This endeavor marks a significant inflection point in Apple’s approach to artificial intelligence. Unlike its traditionally measured stance—rooted in the philosophy of “not being first, but being the best”—the formation of this new team signals a decisive acceleration of the “Apple Intelligence” initiative, a move prompted by intensifying competition from industry titans such as Microsoft, Google, and Meta.
The team, led by former Siri head Robby Walker, comprises engineers drawn from the original Siri and Safari development groups. It has begun actively recruiting specialists with experience in search algorithms and engine development. The AI system under development is currently described as a “streamlined version of ChatGPT,” focusing on delivering swift and precise responses, with rudimentary web crawling capabilities. It is designed to unify Apple’s search services, thereby enhancing the information retrieval experience across iPhone, iPad, and Mac devices.
Rather than launching this AI tool as a standalone application, Apple appears intent on embedding it at the system level to elevate overall device intelligence and interactivity. In the future, users may encounter more semantically aware and responsive AI functions integrated into Spotlight search, the Safari browser, and an upgraded version of Siri.
Although Apple entered the AI race later than many of its peers, the announcements made at WWDC 2025—encompassing its proprietary language model, on-device processing, and hybrid cloud infrastructure—suggest a well-formed and comprehensive AI ecosystem strategy. According to Gurman, Apple has not ruled out the possibility of acquisitions to expedite its AI efforts. In fact, during the company’s third-quarter earnings call, CEO Tim Cook expressed openness to bolstering Apple’s AI capabilities through strategic purchases.
Earlier this year, Apple had indicated a delay in launching the revamped Siri, vaguely promising updates “over the next year.” However, with the emergence of this new AI team, the trajectory seems increasingly focused on enhanced search, conversation, and information discovery—transcending Siri’s historical limitations as a mere voice command interface.
In essence, Apple’s forthcoming AI chatbot may be a “simplified” version by design, but it aligns more closely with the company’s longstanding emphasis on seamless system integration. Rather than competing through feature-laden standalone apps, Apple is intent on embedding intelligence deeply within its devices—enriching daily user interactions and operational efficiency, not merely engaging in a brute-force technological arms race.
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