Apple’s New AI Could Finally Answer What Siri Can’t

Apple software has typically been a bit of a mixed bag. Some of the company’s software and services have launched with great success, others not so much. Apple Intelligence is one of them. But now, it looks like Apple could be deviating from its AI plans with a new AI search engine to help answer questions users might have.

Apple AI search engine will answer your questions

According to Mark Gurman’s Power On newsletter, the analyst claims that Apple is developing its own search engine. This search engine will help Apple users find the answer to what they’re looking for using the power of AI. To that end, Apple has actually put together a new team called “Answers, Knowledge, and Information” that will be developing this new service.

At the moment, Apple Intelligence doesn’t allow users to search. Siri is also terrible at answering questions. So, this new search engine could help Apple address those complaints. It’s an interesting move, especially since Apple had previously teamed up with OpenAI for Apple Intelligence.

Now, it looks like Apple wants to go about it on its own, and it’s worrying. Apple has no history of developing a search engine, unless Spotlight counts. Also, with Google being the preferred search engine for billions, it’s hard to imagine how Apple could convince users to switch. Plus, other AI models like ChatGPT, Perplexity, and Claude already do a good job at finding information on the web and presenting it in an easy-to-understand manner.

This means there is even less of a reason to use Apple’s search, especially given the state of Apple Intelligence and Siri.

It might be necessary

That being said, Apple might not have much of a choice here. With Google essentially losing its antitrust case against the US Department of Justice, it could disrupt its deal with Apple. Google pays Apple billions of dollars a year to remain the default search engine in Safari. However, its defeat by the DoJ could change that.

While users can still use Google search in Safari, if it is no longer the default, it could force users to look elsewhere. This is where Apple’s rumored AI search engine could come in. Apple could extend its deal with OpenAI, but perhaps following Google’s defeat, Apple might want to avoid relying on a third party.