Apple Inc. is gearing up to introduce its own artificial intelligence-powered web search tool next year, intensifying its competition with tech giants OpenAI and Perplexity AI Inc. This move is part of a broader strategy to enhance the capabilities of its Siri voice assistant, according to insiders familiar with the project.
The new system, internally named World Knowledge Answers, is set to be integrated into Siri. Apple is also contemplating extending this technology to its Safari web browser and Spotlight, the search feature accessible from the iPhone home screen. The anticipated launch is slated for the spring, marking a significant overhaul of Siri that has been long overdue.
Apple’s AI Ambitions
The initiative aims to transform Siri and Apple’s operating systems into comprehensive platforms for retrieving information from the internet, akin to services like ChatGPT and Google’s AI Overviews. The technology will leverage large language models (LLMs), a cornerstone of generative AI, to deliver this enhanced functionality.
Interestingly, some of the foundational technology for this new Siri capability may originate from Alphabet Inc.’s Google. Apple and Google have reportedly reached an agreement allowing Apple to evaluate a Google-developed AI model to bolster the voice assistant’s performance.
“Apple’s new search experience will feature an interface incorporating text, photos, video, and local points of interest,” insiders revealed.
The planned AI-powered summarization system is expected to offer more digestible and accurate results than the current Siri, which has been criticized for its limitations in handling complex queries.
Market Reactions and Strategic Context
Following the announcement of Apple’s search plan, the company’s shares surged, reaching a session high. The stock closed with a 3.8% increase at $238.47 in New York, marking the most significant one-day rise in nearly a month.
Currently, Siri can answer basic questions and provide information on various topics, but it often falls short on more intricate inquiries, frequently deferring to Google or ChatGPT for answers. This shortcoming has highlighted Apple’s challenges in the AI domain since Siri’s groundbreaking debut in 2011.
This development coincides with a recent U.S. court ruling allowing Apple to maintain its arrangement with Google as the default search engine on its devices, albeit with minor adjustments. This deal has been lucrative for Apple, generating approximately $20 billion annually. However, the shift towards AI-based search solutions remains a strategic priority.
The Future of Siri
As part of the comprehensive Siri revamp, the digital assistant will gain the ability to access personal data and on-screen content to better respond to user queries. Additionally, it will offer more precise device navigation through voice commands. The overhaul, known as Linwood and LLM Siri, is laying the foundation for the new AI search feature.
Craig Federighi, Apple’s head of software engineering, recently hinted at these expansive 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 search initiative, including the Siri group under Federighi, the AI division led by John Giannandrea, and Apple’s services unit managed by Eddy Cue. Mike Rockwell, the creator of the Vision Pro headset, is leading the effort under Federighi, with Robby Walker, a former Siri chief, playing a pivotal role under Giannandrea.
“We’re starting to see what I believe are potential formidable competitors to traditional search engines,” Eddy Cue remarked earlier this year, highlighting the growing impact of AI-based options.
While the recent court ruling has eased some pressure on Apple to develop its own search services, the company’s commitment to advancing AI capabilities remains steadfast. The upcoming AI-powered search tool represents a significant step in Apple’s journey to redefine its digital assistant and maintain its competitive edge in the rapidly evolving tech landscape.
