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Companies such as Google have embraced things like AI search, whereas Apple has been lagging behind, equipping itself with some AI-powered tools that make up the core of Apple Intelligence.
However, Bloomberg writer Mark Gurman suggests that this may be changing soon, reporting that Apple is planning to create its own "ChatGPT-like app."
Apple's Own Chatbot Or AI Tool
In his Power On newsletter on Sunday, 3 August, Gurman says the tech giant has assembled a team — reportedly called Answers, Knowledge, and Information — to develop an "answer engine" that can respond to questions using information from across the web. Its goal is to provide a search experience similar to OpenAI's ChatGPT.
Gurman reports that Apple is exploring a standalone app, as well as a new back-end system to power search capabilities in future iterations of Siri, Spotlight, and Safari.
Apple has put up advertisements for jobs for this team, specifically looking for applicants who have experience with search algorithms and engine development.
Spotted by MacRumours, Apple's career website has advertised more than a dozen job listings for the team across the US and China. For example, Apple is looking to hire a Staff Machine Learning Engineer to help with "improving Siri's ability to answer personal domain questions." The job listing says the team develops large language models that are "responsible for answering users' questions using their personal documents with privacy at the forefront."
Apple Focusing On AI More
CNBC reported that Apple CEO Tim Cook is interested to invest heavily in AI technology moving forward. The company is also rearranging staff internally to focus more on AI.
“The way that we look at AI is that it’s one of the most profound technologies of our lifetime,” Cook said. “It will affect all devices in a significant way.”
Cook's ambitious comments comes days after reports emerged of unhappy investor growing disillusioned with Apple's lack of progress on the AI front, according to PYMNTS.
"Apple’s investors have reason to be nervous about the company’s “AI crisis,” PYMNTS wrote.
“Apple Intelligence doesn’t appear in any serious public Gen AI rankings. It lags behind even X.ai’s Grok. That’s not a public relations problem. It’s a strategic misstep. Maybe even a crater-sized hole that could prove Apple’s fatal flaw."
However, Cook has made it clear to investors and analysts on the call that Apple does have an AI strategy that it’s executing on. He assured that Apple is making "good progress" on integrating more AI capabilities in Siri, which is slated for a spring 2026 release date.
The tech giant aims to come up with a “more personalised” Siri and for AI features in iOS to be “deeply personal, private and seamlessly integrated,” the CEO said.
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