Apple Takes a Bold Step Toward AI Autonomy
In a strategic pivot toward generative AI innovation, Apple is reportedly building a powerful new internal tool to rival ChatGPT. The secretive project, called Answers, aims to develop Apple’s own AI-powered search engine. This tool is intended to provide users with fast, accurate answers without relying on third-party services, signaling a notable shift in Apple’s AI strategy.
The Birth of ‘Answers’—Apple’s AI Game Changer
According to Bloomberg, Apple has quietly formed the Answers, Knowledge and Information (AKI) team. It’s led by Robbie Walker, formerly a key figure in the development of Siri, under the broader AI leadership of John Giannandrea, Apple’s SVP of Machine Learning and AI Strategy. The team is already working on what they call an “answer engine,” a system designed to intelligently scan the internet and deliver relevant, high-quality responses to user queries—comparable to what ChatGPT or Perplexity offers.
Why Apple Changed Course on Chatbots
Apple has long resisted the idea of creating a standalone AI chatbot. While Siri has served as the company’s voice assistant for years, its limited capabilities and growing user frustrations prompted Apple to reconsider. Despite integrating ChatGPT into Siri via a partnership with OpenAI, the solution fell short of expectations. Siri continues to struggle with even basic requests, putting pressure on Apple to build something more robust internally.
There’s also a larger strategic incentive. Apple’s current search deal with Google, valued at around $20 billion, is under regulatory and competitive scrutiny. By investing in its own AI search solution, Apple positions itself to potentially replace or renegotiate that agreement—keeping more control and value in-house.
Internal Turmoil Threatens AI Ambitions
Apple’s AI journey hasn’t been without setbacks. In recent weeks, four key engineers from Apple’s Foundation Models team—responsible for developing large language models—left for Meta, lured by better salaries and growth opportunities. Among the defectors was Ruomin Pan, founder of the group, and key contributors Tom Hunter, Mark Li, and Bowen Zhang, the latter of whom led multi-source data integration efforts.
These departures raise concerns about Apple’s ability to compete with major AI players like Meta, Google, and Microsoft, all of whom are rapidly scaling their own language models and search tools.
Executive Shakeups Could Reshape AI Priorities
Adding to the complexity, Apple is also undergoing major leadership changes. COO Jeff Williams is reportedly preparing for retirement, with Sabih Khan stepping in to take over. Khan’s expanding responsibilities could include overseeing Apple Watch, Health initiatives, and even areas of design, formerly handled by the outgoing operations chief. Craig Federighi, Apple’s software chief, is rumored to take on additional AI and design duties, suggesting AI will become even more central to Apple’s product vision.
Apple’s Billion-Dollar AI Push
Apple isn’t dipping its toe into AI—it’s diving in headfirst. The company has invested over $1 billion in AI infrastructure between 2023 and 2024 alone. This includes data centers, training clusters, and hiring talent across research and engineering. But these investments are only valuable if they translate into tools that provide clear, competitive user benefits.
That’s where Answers comes in: a move to consolidate Apple’s scattered AI efforts into a unified system that’s not just reactive like Siri, but proactive, insightful, and capable of handling natural language conversations with precision.
Conclusion: Apple Is Betting Big on a Future Without Google or OpenAI
The creation of Answers signals a turning point in Apple’s AI strategy. Rather than relying on partners like OpenAI or depending on Google for search infrastructure, Apple is charting its own path. If successful, this could redefine how millions of users interact with their devices—and how Apple protects its dominance in the AI-powered future. But with fierce competition and recent internal losses, the company’s success will depend not just on innovation, but on execution.
