Apple Inc. is set to unveil its own artificial intelligence-powered web search tool next year, intensifying competition with industry leaders such as OpenAI and Perplexity AI Inc. This strategic move aims to enhance the capabilities of Siri, Apple’s voice assistant, by integrating a new system internally known as World Knowledge Answers.
The introduction of this tool is expected in the spring, as part of a significant overhaul of Siri, according to individuals familiar with the matter. The development could eventually extend to Apple’s Safari web browser and Spotlight, the search feature accessible from the iPhone home screen. The initiative seeks to transform Siri and Apple’s operating systems into a comprehensive platform for internet searches, akin to ChatGPT and Google’s AI Overviews.
Strategic Partnerships and Technological Advances
In a notable collaboration, Apple is reportedly evaluating a Google-developed AI model to power the new Siri, marking a continuation of their longstanding partnership in internet search. This agreement, reached this week, underscores Apple’s commitment to leveraging cutting-edge technology to enhance user experience.
The new search experience will feature a dynamic interface incorporating text, photos, videos, and local points of interest. Additionally, it will include an AI-powered summarization system designed to deliver more accurate and digestible results compared to the current Siri capabilities.
Apple shares surged 3.8% to $238.47 on Wednesday, marking the biggest one-day increase in nearly a month following the announcement.
Challenges and Opportunities
Currently, Siri can handle basic queries and provide factual information on various topics. However, it often struggles with complex questions and general-knowledge searches, frequently redirecting users to Google or ChatGPT for answers. This limitation highlights Apple’s lag in artificial intelligence since Siri’s groundbreaking debut in 2011.
The announcement coincides with a recent US court ruling allowing Apple to maintain its agreement with Google as the default search engine on its devices, albeit with minor modifications. This arrangement generates approximately $20 billion annually for Apple, providing a significant revenue stream. However, the shift towards AI-based search tools indicates a strategic pivot for the company.
Market Dynamics and Competitive Landscape
Earlier this year, Eddy Cue, Apple’s services chief, testified that Google search queries from Apple devices had decreased for the first time in two decades. Cue noted the emergence of AI-based competitors as a potential threat to traditional search engines.
Despite the court ruling preserving Apple’s Google search deal, the company appears committed to developing its own AI-driven services. This move could reduce reliance on external partners and enhance Apple’s competitive edge in the rapidly evolving tech landscape.
The Path Forward: Siri’s Evolution
As part of the anticipated Siri revamp, the digital assistant will gain the ability to access personal data and on-screen content, enabling more precise query fulfillment and device navigation through voice commands. The overhaul, known as Linwood and LLM Siri, lays the foundation for the AI search feature.
Craig Federighi, Apple’s head of software engineering, recently highlighted the significance of these changes during an all-hands meeting. “The work we’ve done on this end-to-end revamp of Siri has given us the results we needed,” he stated. “This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned.”
Several teams are collaborating on this initiative, including the Siri group under Federighi, the AI division led by John Giannandrea, and Apple’s services unit managed by Cue. Mike Rockwell, known for his role in creating the Vision Pro headset, is spearheading the effort alongside Robby Walker, a former Siri chief.
As Apple moves forward with its AI-powered search tool, the tech giant is poised to redefine the capabilities of Siri and solidify its position in the competitive landscape of artificial intelligence and digital assistants.
