Apple has announced a new direction in the AI search space, marking a significant pivot from its previous stance on developing a chatbot. This move comes after the company’s AI Intelligence efforts have faced criticism and delays.
According to Bloomberg, Apple formed a new “Answers, Knowledge, and Information” team, led by former Siri executive Robby Walker, who previously expressed frustration with the delays. The team aims to create an in-house AI search experience similar to ChatGPT.
This shift is not entirely surprising, given Apple’s previous interest in partnering with AI startups like Perplexity. The new initiative acknowledges that a chatbot platform is essential for developing a more comprehensive and voice-based operating system.
While the results of this effort are still uncertain, it’s exciting to hear about Apple’s renewed focus on AI search. With its vast resources and expertise, Apple has the potential to create a cutting-edge experience that benefits not only users but also other apps.
Stay tuned for updates on this developing story as more information becomes available.
Source: https://9to5mac.com/2025/08/03/apple-rivaling-chatgpt-with-new-internal-team-report