Apple Inc. is set to unveil its own artificial intelligence-driven web search tool next year, intensifying the competition with OpenAI and Perplexity AI Inc. The initiative, internally known as World Knowledge Answers, is poised to be integrated into Apple’s Siri voice assistant, according to individuals familiar with the project. The company is also considering incorporating this technology into its Safari web browser and Spotlight search feature on iPhones.
The anticipated release of this service, described by some Apple executives as an “answer engine,” is slated for the spring. This launch will coincide with a long-awaited overhaul of Siri, as shared by sources who requested anonymity due to the confidential nature of the plans. The strategic aim is to transform Siri and Apple’s operating systems into platforms where users can access information from across the internet, akin to the functionalities offered by ChatGPT and Google’s AI Overviews.
Apple’s AI Strategy and Partnerships
The underlying technology for this new Siri feature may partly derive from Alphabet Inc.’s Google, a long-time partner in internet search. Apple and Google have recently formalized an agreement allowing Apple to evaluate and test a Google-developed AI model to enhance its voice assistant capabilities.
According to insiders, the new search experience will feature an interface that leverages text, photos, video, and local points of interest. Additionally, it will include an AI-powered summarization system designed to deliver results that are more quickly digestible and accurate than the current Siri offerings.
Representatives from both Cupertino-based Apple and Mountain View-based Google have declined to comment on the matter. However, following the news of Apple’s search plan, Apple shares surged to a session high on Wednesday, closing with a 3.8% increase to $238.47 in New York, marking the largest one-day gain in nearly a month.
The Evolution of Siri
Since its debut in 2011, Siri has been a pioneer in voice assistant technology. However, it has struggled with complex queries and general-knowledge searches, often defaulting to results from Google or ChatGPT. This has highlighted Apple’s challenges in the AI domain.
The latest development comes amid a judicial ruling allowing Apple to maintain its arrangement with Google as the default search engine on its devices, albeit with minor adjustments. This agreement has been lucrative for Apple, generating approximately $20 billion annually. Despite this, Apple is actively pursuing a pivot towards AI-based search solutions.
Expert Insights and Market Implications
Eddy Cue, Apple’s services chief, testified earlier this year that the number of Google search queries from Apple devices had declined, a first in two decades. Cue noted, “We’re starting to see what I believe are potential formidable competitors” to traditional search engines, referencing AI-based alternatives.
While the recent court ruling may reduce the urgency for Apple to develop its own search services, the company remains committed to advancing its AI capabilities. The overhaul of Siri, dubbed Linwood and LLM Siri, sets the stage for the forthcoming AI search feature.
“The work we’ve done on this end-to-end revamp of Siri has given us the results we needed,” said Craig Federighi, Apple’s head of software engineering. “This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned.”
Looking Forward: The Future of AI at Apple
Multiple teams within Apple are collaborating on this search initiative, including the Siri group under Federighi, the AI division led by John Giannandrea, and Apple’s services unit run by Cue. Mike Rockwell, known for creating the Vision Pro headset, is leading the effort under Federighi, with Robby Walker, a former Siri chief, playing a pivotal role under Giannandrea.
This move represents a significant step for Apple as it seeks to redefine its position in the AI landscape. By enhancing Siri’s capabilities and integrating advanced search functionalities, Apple aims to offer a more robust and intuitive user experience. As the tech giant continues to innovate, the industry will be closely watching how these developments impact the broader market and the future of AI-driven search technologies.
