Apple is reportedly working on a pared-back artificial intelligence chatbot, aiming to offer an alternative to ChatGPT. The move signals a significant shift in strategy for the tech giant, which has lagged behind competitors in the generative AI space. The new project reportedly aligns with Apple’s long-standing approach of entering markets later but focusing on a superior user experience.
A shift towards in-house AI solutions
According to Bloomberg journalist Mark Gurman, Apple formed a new internal division called “Answers, Knowledge and Information” earlier this year. The team has been tasked with developing what is described as a “stripped-down rival to ChatGPT.” This marks a clear pivot from Apple’s earlier approach, which involved a partnership with OpenAI in 2024 to integrate ChatGPT into Siri.
Now, the company appears intent on building proprietary AI tools from the ground up. The internal chatbot project is expected to power a “new ChatGPT-like search experience” that can browse the web and respond to user queries. These capabilities may be offered as a standalone app and could also enhance existing Apple services, such as Siri, Spotlight, and Safari.
The new team is reportedly led by Robby Walker, who formerly headed the Siri division. Under Walker’s leadership, Apple has begun hiring new talent with experience in search algorithms and engine development—an indication of the company’s desire to boost its in-house capabilities in the AI domain.
Challenges in artificial intelligence development
While Apple is now taking decisive steps to develop its own AI infrastructure, the company’s journey has not been without setbacks. Earlier in the year, Apple confirmed that the launch of a more advanced version of Siri would be delayed. Although no specific reasons were provided, the company stated only that the update would be released “in the coming year.”
This delay comes as the race to dominate the AI sector intensifies, with major players such as Microsoft, Google, and Meta making rapid advancements. Apple’s late start has led to criticism that the company is falling behind in one of the most transformative fields of technology in recent years.
Nonetheless, Apple is aware of the urgency. During the firm’s third-quarter earnings call, CEO Tim Cook addressed the importance of AI to Apple’s future. “We’re investing significantly, and we’re open to acquisitions,” Cook said, signalling that the company may seek to accelerate its AI progress by acquiring relevant startups or technology.
Balancing innovation with Apple’s ecosystem
Apple’s cautious approach to AI may stem from its emphasis on privacy and user control, two cornerstones of its product ecosystem. Developing in-house AI tools may allow Apple to maintain tighter integration across its devices while upholding its privacy standards.
The company’s decision to form a dedicated team focused on AI-powered search also suggests a broader ambition to enhance user interaction with their devices. By improving services like Spotlight and Safari with intelligent search capabilities, Apple could revolutionise how users discover and interact with information on the web.
Though details remain limited, Apple’s foray into AI chatbot development marks a notable shift from relying on third-party integrations to building proprietary technologies. If successful, it could redefine Apple’s position in the increasingly AI-driven future of tech.
