Apple is building its own AI-powered web search system that will be integrated into Siri next year. The move represents a direct challenge to AI search competitors like OpenAI’s ChatGPT and Perplexity AI, according to a Bloomberg report by Mark Gurman.
The new system, internally called “World Knowledge Answers,” is planned for release in spring 2025 as part of a major Siri overhaul. Apple executives describe it as an “answer engine” that will allow users to search for information across the internet directly through Siri.
The search tool will use large language models and provide AI-powered summaries to make results more digestible and accurate than current Siri capabilities. Apple also plans to eventually integrate the technology into its Safari browser and Spotlight search feature.
In a significant strategic shift, Apple has reached a formal agreement with Google to evaluate and test a custom-built Gemini model to help power the new Siri. The Google model would run on Apple’s own Private Cloud Compute servers and primarily handle the summarization function.
Craig Federighi, Apple’s head of software engineering, recently told employees that the Siri revamp has positioned the company to “deliver a much bigger upgrade than we envisioned.” The new system will feature three core components: a planner that interprets user input, search systems for web and device content, and a summarizer that compiles answers.
Google was not initially Apple’s first choice for the AI partnership. Anthropic’s Claude model had been leading in Apple’s quality evaluations, but the company demanded more than $1.5 billion annually for its technology. Google offered more favorable financial terms, leading to the current agreement.
Apple’s search initiative involves multiple teams across the company. Mike Rockwell, creator of the Vision Pro headset, is leading the effort under Federighi, while former Siri chief Robby Walker drives the project under AI division head John Giannandrea.
The development comes as traditional search faces new challenges. Apple services chief Eddy Cue testified earlier this year that Google search queries from Apple devices had dropped for the first time in 20 years due to AI-based competitors.
Apple also considered acquiring search startups during development. The company seriously evaluated purchasing Perplexity over the summer but is no longer pursuing a bid. Instead, Apple’s own search product will compete directly with Perplexity’s offering.
The company faces internal challenges as it develops the technology. Apple’s Foundation Models team has experienced significant staff departures, with roughly 10 members leaving for Meta following team leader Ruoming Pang’s exit for a $200 million package. Three key AI researchers recently joined OpenAI and Anthropic.
Apple’s search plans represent part of a broader AI comeback strategy after the company struggled to keep pace with Silicon Valley rivals. The new features are scheduled for iOS 26.4, expected as early as March 2025.
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