Apple Inc. is reportedly planning to introduce its own artificial intelligence-powered web search tool next year, aiming to enhance competition with industry leaders like OpenAI and Perplexity AI Inc. This strategic move is part of a broader effort to revamp its Siri voice assistant and integrate advanced search capabilities across its ecosystem.
The new system, internally referred to as World Knowledge Answers, is expected to be embedded within Siri. According to sources familiar with the matter, Apple is also considering incorporating this technology into its Safari web browser and Spotlight search feature on iPhones. The anticipated launch is set for spring, marking a significant overhaul for Siri that has been long overdue, according to insiders who requested anonymity due to the confidential nature of the plans.
Revamping Siri with AI
The initiative aims to transform Siri and Apple’s operating systems into a comprehensive platform for users to access information from the internet, akin to services like ChatGPT and Google’s AI Overviews. This approach will leverage large language models (LLMs), which are foundational to generative AI technologies.
Interestingly, the underlying technology for this new Siri feature may partly originate from Alphabet Inc.’s Google, a longstanding partner of Apple in internet search. The two companies have reportedly reached an agreement allowing Apple to test a Google-developed AI model to enhance Siri’s capabilities.
The new search experience will feature an interface utilizing text, photos, video, and local points of interest, alongside an AI-powered summarization system for more digestible and accurate results.
Despite the buzz, representatives from Apple and Google have declined to comment on these developments. However, the news has already impacted Apple’s stock, which saw a 3.8% increase, closing at $238.47 in New York, marking the biggest one-day rise in nearly a month.
The Current State of Siri
Currently, Siri can handle basic queries and provide information on various topics, but it often struggles with complex questions and general knowledge searches, frequently defaulting to results from Google or ChatGPT. Since its launch in 2011, Siri has been a symbol of Apple’s challenges in the AI domain.
This latest development coincides with a U.S. judge’s decision allowing Apple to maintain its agreement with Google, making it the default search engine on Apple devices. This arrangement reportedly generates around $20 billion annually for Apple, offering a financial cushion as it explores AI-based search solutions.
“We’re starting to see what I believe are potential formidable competitors to traditional search engines,” stated Eddy Cue, Apple’s services chief, highlighting the rise of AI-based options.
The Future of AI Search at Apple
Despite the sustained partnership with Google, the ruling could reduce the urgency for Apple to develop its own search services. Nevertheless, the company is pressing forward with its Siri overhaul, which will enable the digital assistant to access personal data and on-screen content more effectively.
Craig Federighi, Apple’s head of software engineering, has hinted at the extensive changes in a recent meeting, emphasizing the comprehensive nature of the Siri revamp. “The work we’ve done on this end-to-end revamp of Siri has given us the results we needed,” he noted, suggesting that the updates will exceed initial expectations.
Multiple teams are engaged in this search 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 creating the Vision Pro headset, is leading the effort under Federighi’s guidance, with Robby Walker, a former Siri chief, playing a key role under Giannandrea.
As Apple continues to innovate and expand its AI capabilities, the tech giant’s efforts to redefine Siri and its search functionalities could significantly alter the landscape of digital assistants and internet search.
