Bloomberg News reporter Mark GurmanReports allegeApple has recently adjusted its AI strategy and established a new team code-named "Answers, Knowledge and Information". Its goal is to build its own AI chat system that can compete with ChatGPT, while optimizing the built-in search experience and further enhancing the intelligent functions of services such as Siri, Spotlight and Safari.
This plan can be seen as a turning point in Apple's AI strategy. Unlike Apple's product philosophy of "not striving to be the first, but only to be the best", which has led to its relatively conservative attitude towards generative AI, the establishment of a new team shows that Apple will accelerate the "Apple Intelligence" project to cope with the fierce competition in the AI field from technology giants such as Microsoft, Google and Meta.
The report states that the team, led by former Siri lead Robby Walker, includes members from the original Siri and Safari development teams and has begun actively recruiting talent with experience in search algorithm and engine development. The AI system, currently described as a "simplified version of ChatGPT," focuses on providing fast and accurate question-answering capabilities, including basic web crawling capabilities and integration with search services across Apple devices, further enhancing the user experience for finding information on iPhones, iPads, and Macs.
Apple isn't positioning this AI tool as a standalone app, but rather intends to embed it at a system level to enhance the overall device intelligence and interactivity. In the future, users may experience AI features with enhanced semantic understanding and instant responses in Spotlight search, Safari, and the upgraded Siri interface.
Although Apple started late in developing AI applications, since WWDC 2025, Apple has established a complete AI ecosystem strategy, including its own language model, device-side processing, and cloud collaboration architecture. According to Mark Gurman, Apple has not ruled out using mergers and acquisitions to accelerate AI research and development. At the third quarter earnings conference, Apple CEO Tim Cook even saiddisplayWilling to further strengthen AI technology resources through acquisitions.
Although Apple said earlier this yearThe launch of the new Siri will be delayed, only stating that "it will be updated in succession over the next year." However, as the new AI team takes shape, we may see a revision that focuses more on search, conversation, and information retrieval, breaking away from the previous framework of Siri being limited to voice commands.
Overall, while Apple's planned AI chatbot is a "simplified" version, it actually aligns more closely with Apple's consistent strategy of system integration. Compared to the numerous standalone AI chat apps on the market, Apple is more focused on deeply integrating AI into devices to enhance daily user experience and efficiency, rather than simply pursuing feature overlays or head-on competition.
