Apple has begun developing its own chatbot, which should be a simpler alternative to ChatGPT. According to Bloomberg, in early 2025, Apple created an internal team called "Answers, Knowledge and Information" that is working on a simplified AI solution for searching for information on the Internet and answering users' questions.
This move marks a change in the company's strategy: in 2024, Apple introduced the Apple Intelligence platform, which did not include its own chatbot, but instead integrated OpenAI's ChatGPT into Siri. The company questioned the overall effectiveness of such tools, so it did not pay much attention to this area.
However, the company has now decided to create its own AI search service, as such solutions have proven quite popular with users. The new tool can be implemented as a standalone application, and can also be integrated into Siri, Spotlight, and Safari.
Robbie Walker, who was previously responsible for Siri, has been appointed to lead the development team that will work on the chatbot. Apple has currently posted job openings for the team, seeking specialists with knowledge of search algorithms and engine development.
The Cupertino company has also begun talks with several AI startups, including Perplexity, an AI search company, in a bid to strengthen Apple's position among its competitors.
Since Apple has only just begun working on new AI tools, the launch of a finished product should not be expected anytime soon.