Apple to Launch AI-Powered Search Tool, Intensifying Competition with OpenAI and Perplexity AI

Apple is planning to launch its own AI-powered web search tool next year, intensifying competition with OpenAI and Perplexity AI Inc. The company is developing a new system internally referred to as "World Knowledge Answers," which will be integrated into the Siri voice assistant. There are discussions about eventually incorporating this technology into the Safari web browser and the iPhone's Spotlight search tool on the home screen.

Unnamed sources familiar with the matter revealed that Apple aims to release this service in the spring. Some executives have referred to it as an "answer engine," marking a significant overhaul of Siri, which has been delayed for some time. The goal is to make Siri and Apple's operating system the gateway for users to access information across the web, similar to ChatGPT, Google Search's AI Overviews, and other emerging applications. This approach relies on large language models (LLMs), the key technology behind generative AI.

The underlying technology supporting the new version of Siri may partially come from Google, a long-term partner of Apple in the internet search domain. Sources indicate that the two companies have reached a formal agreement this week, allowing Apple to evaluate and test Google's AI models to support its voice assistant. Both Apple and Google declined to comment on the matter.

This strategic move by Apple underscores the company's commitment to enhancing its AI capabilities and staying competitive in the rapidly evolving tech landscape. By integrating advanced AI search functionalities into its ecosystem, Apple aims to provide users with a more seamless and intelligent experience, potentially attracting new users and retaining existing ones. This initiative also highlights the growing importance of AI in shaping the future of technology and user interactions.