Apple has started forming a dedicated team to develop a native AI search tool. Internally called an “answer engine,” the system is expected to operate much like ChatGPT or Gemini. It’s being created by a group known as AKI, short for Answers, Knowledge and Information. The team’s focus includes improving Siri, refining Spotlight, and making changes to how search works across Safari.
The company has yet to release a stand-alone product in this space. Right now, Apple Intelligence can connect with ChatGPT to search the web, but Apple hasn’t built its own chatbot-style system. That absence is beginning to look more noticeable as user behavior changes and the demand for generative tools keeps growing.
Earlier hesitation begins to shift
A few months ago, Apple had appeared unwilling to commit fully to chatbot-style products. After its OpenAI partnership was announced at WWDC in 2024, company leaders said they didn’t see enough public interest to justify building a similar tool from scratch.
But conditions inside the market have changed quickly. Consumer use of AI chat platforms is growing. More people now turn to tools like ChatGPT instead of traditional search engines. Industry data suggests nearly four in ten users are doing this regularly.
That shift has also triggered changes inside Apple. Internal teams are being restructured around new AI goals. According to reports, a new cloud chip, code-named Baltra, is being developed to support expanded server-based AI features. It will likely support functions that require more real-time processing, beyond what current devices can handle alone.
CEO outlines the company’s next priorities
At a recent staff meeting, CEO Tim Cook described AI as a major turning point for the company. He compared the impact of AI to earlier shifts such as the rise of smartphones or the growth of cloud platforms. He also said that while Apple hasn’t always been first to act, it has often reshaped existing products in a way that redefines how they’re used.
Apple’s record includes several cases where the company entered a market late but still managed to change its direction. That approach now appears to be extending to artificial intelligence. Instead of rushing to release early tools, Apple is investing heavily in long-term infrastructure and product design.
Hiring, research, and internal pressure
Nearly 40 percent of the 12,000 new hires made last year were assigned to research and development roles. Much of that work supports AI. The scale of these hires signals a clear shift in internal priorities. Reports also suggest Apple is open to acquiring smaller companies if that accelerates development or shortens time to market.
Other tech companies have taken a more aggressive stance. Some are demanding longer hours and faster output from staff. Public accounts of burnout, high turnover, and internal disputes have become common across AI firms. Apple has so far taken a slower approach, but the pressure to move faster is rising.
Features under development and what’s next
At present, Apple’s AI tools are limited to Apple Intelligence. This system can rewrite content, edit images, create emoji-style visuals, and summarize information. Translation features are planned but haven’t launched yet.
The company’s new AKI team may help fill that gap. If successful, the answer engine could give Apple a more complete AI platform, one that doesn’t rely on partnerships to deliver search results. Whether this tool ends up inside Siri or becomes a separate product remains unclear, but the company is clearly moving toward greater independence in this area.
More features are expected to surface in the coming year. Until then, Apple’s broader AI strategy appears to be focused on regaining control over tools that are now shaping how users search, communicate, and interact with information across all devices.
Notes: This post was edited/created using GenAI tools. Image: DIW-Aigen.
H/T: Bloomberg / Mark Gurman
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