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Apple looks like it’s quietly stepping deeper into the world of AI—and not just by partnering with other companies. According to a recent Bloomberg report, the tech giant has launched a new team focused on creating what’s being called an “answer engine.” If it sounds like a ChatGPT competitor, that’s because it probably is.
So, what exactly is Apple building?
The new internal team—reportedly named “Answers, Knowledge, and Information”—has been tasked with developing a system that pulls information from across the web to answer your questions. Think of it as Apple’s own AI-powered Q&A machine.
It’s unclear if this project will eventually land as a standalone AI app, kind of like a rival to ChatGPT or Google Gemini, or if it’ll be folded into existing Apple products like Siri or Safari. But either way, it’s clear Apple is laying the groundwork for a stronger AI presence across its ecosystem.
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Why now?
There’s been chatter for a while now about improvements coming to Siri, but those updates keep getting delayed. While Apple did integrate ChatGPT into Siri last year, the broader promise of a smarter, more personalized Siri still hasn’t fully materialized.
At the same time, Apple might be rethinking its longtime dependence on Google for web search, especially after Google’s recent antitrust loss. If that current search deal weakens or ends, Apple could use its new “answer engine” to fill the gap—or at least to have more control over how users get information through its devices.
Apple’s hiring—want to build an AI engine?
Apple’s looking to staff up this effort. The company has job openings on the Answers team and is specifically targeting people with backgrounds in search engine development and algorithms.
That tells us something important: Apple isn’t just building a prettier user interface. They’re getting into the foundation-level tech that powers modern AI tools—like how results are sourced, filtered, and prioritized.
Image by Guillaume Bleyer on Unsplash
What it could look like for us (Apple users)
This is one of those moves that could fly under the radar—until it doesn’t. If Apple pulls it off, future iPhones might come loaded with an AI that can answer complex questions just by talking to Siri or typing into Safari search. Instead of bouncing you off to other sites, this “answer engine” could serve you clear, conversational replies on the spot.
It’s early days, but the intention is clear: Apple wants more ownership over how information flows through its devices. And AI seems like the next frontier for that.
What to watch for next
- Whether Apple confirms or formally announces this new AI team
- If or when this engine shows up in Siri or Safari
- How it affects their current deal with Google Search
- And of course, whether Apple can ship a truly helpful AI tool—rather than another delayed promise
For now, we’ll keep our eyes on job listings and software updates.
One thing’s for sure: Apple isn’t sitting on the AI sidelines anymore.
Keywords: Apple, AI engine, ChatGPT competitor, Siri, AI technology, Google Search, artificial intelligence hiring
