Apple is reportedly making one of its most ambitious moves into generative AI by assembling a new team dedicated to developing an "answer engine." This smart tool aims to respond to user questions by gathering information from various sources across the web.

Get Ready to Meet "Answers, Knowledge, and Information"

According to a report by Bloomberg’s Mark Gurman, Apple has formed a specialised team called Answers, Knowledge, and Information. The group’s mission is to create a ChatGPT-style AI application that may either exist as a standalone app or be deeply integrated into Apple’s ecosystem—possibly enhancing existing platforms like Siri, Safari, and other Apple services.

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Apple’s Hiring for Search Experts

The company isn’t keeping quiet about its intentions either. Apple is actively hiring talent with expertise in search algorithms and engine development, signalling that this isn’t just an experimental project but a significant part of the company’s long-term AI roadmap.

Siri's AI Upgrade Still in the Works

While Apple recently integrated OpenAI’s ChatGPT into Siri, the much-anticipated personalised, AI-driven overhaul of the voice assistant has seen multiple delays. With this new internal development, Apple may be preparing to reduce its reliance on external partners like OpenAI—and perhaps even challenge Google in the search space.

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A Shift in Strategy 

The timing of this move is also noteworthy. Apple’s long-standing default search deal with Google could come under revision following recent antitrust rulings against the search giant. This adds another layer of motivation for Apple to explore its own AI-based search solution.