Apple is preparing its own AI-powered search engine. Known internally as World Knowledge Answers, it will debut next spring as part of a long-awaited Siri overhaul, Bloomberg reported.
- The goal: Transform Siri into an “answer engine,” pulling information from across the web in a style similar to Google’s AI Overviews, ChatGPT, and Perplexity.
The upgrade. It will go well beyond Siri’s current fact-checking. Apple’s new system will generate summaries that blend text, images, video and local results.
- The company plans to expand it to Safari and Spotlight, giving Apple multiple footholds in everyday search.
Behind the scenes. Apple will rely partly on Google’s Gemini AI model for its new search experience.
- Siri’s overhaul, built around large language models (LLMs), also includes a new planner and summarizer to make responses more conversational and accurate.
- Apple considered adding a standalone chatbot-style app, but for now is weaving the search into Siri and core iOS features.
Why we care. Apple’s push into AI search could reshape how billions of queries are handled on iPhones. Visibility for brands and businesses won’t just depend on Google rankings – it will depend on whether and how Apple’s AI systems surface and summarize your content in voice and web answers.
The report. Apple Plans AI-Powered Web Search Tool for Siri to Rival OpenAI, Perplexity (subscription required)
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