Apple is quietly working on its own version of ChatGPT — a smart assistant that could reshape how users search for answers online. According to a new report from Bloomberg’s Mark Gurman, Apple has formed a dedicated team to build what it calls an “answer engine.”
A New AI Direction: Apple’s ‘Answer Engine’ Project
Apple has launched a new internal team focused on creating a ChatGPT-like AI platform. The team is reportedly named Answers, Knowledge, and Information and is working on a product that delivers fast, AI-generated responses based on real-time data from across the web.
The project aims to offer smarter, more relevant search experiences—whether inside Siri, Safari, or as part of a new, standalone app.
How the Answer Engine May Work
This new “answer engine” will likely use advanced natural language processing to understand user queries and deliver accurate, real-world information in seconds.
It could show up in:
- Siri – Making Apple’s voice assistant more useful and responsive
- Safari – Offering web-based AI answers directly inside browser results
- Standalone App – Similar to how OpenAI or Gemini apps operate on mobile
Apple’s goal appears to be building an in-house alternative to services like ChatGPT, Claude, or Google’s Gemini.
Apple is Hiring AI Talent
To build this ambitious system, Apple is currently hiring engineers with experience in:
- Search engine development
- Search ranking algorithms
- Information retrieval systems
- Machine learning and large language models (LLMs)
This signals that Apple isn’t just experimenting — it’s scaling up.
Why This Move Now?
There are several possible reasons Apple is stepping up its AI development:
- To reduce dependence on third-party AI tools, including ChatGPT
- To compete with rivals like Google and Microsoft in the AI-powered search space
- To future-proof Siri, which has fallen behind smarter assistants
Apple has already integrated ChatGPT into Siri in iOS 18 for some users, but its own version has been delayed multiple times. That may soon change.
A Shift in Apple’s Relationship with Google?
Another factor behind this project could be Apple’s current deal with Google. Google pays Apple billions each year to be the default search engine in Safari.
However, after a recent U.S. antitrust case loss, Google’s deal with Apple might be at risk. If that deal changes, Apple may need a search engine solution of its own.
An internal answer engine could help Apple fill that gap—without depending on rivals.
What’s Next for Apple in AI?
This isn’t Apple’s first move into AI this year. In June, Apple introduced Apple Intelligence, its suite of privacy-first AI tools. That announcement highlighted Apple’s focus on on-device AI and user control.
The new answer engine may build on that foundation by offering:
- Private, fast, on-device search and answers
- Real-time web-integrated responses
- Personalized suggestions based on device usage
Summary: Key Takeaways
Here’s what you need to know:
- Apple is developing its own AI “answer engine”, led by a new internal team.
- The tool may appear in Siri, Safari, or as a new standalone app.
- Apple is actively recruiting AI and search experts to build the platform.
- This move may help Apple reduce reliance on Google and third-party AI models.
- The answer engine could help Apple deliver a more personalized and competitive AI experience to users.
Apple’s answer engine may still be in early development, but it signals a major shift in the company’s AI strategy. With privacy, performance, and user experience at its core, Apple seems determined to build something that goes beyond search — a smart, helpful companion built directly into its ecosystem.
Stay tuned as this AI story unfolds.