Apple Pursues AI-Powered Search Tool Amid Growing Competition
Key Points
- Apple is developing an AI search platform called World Knowledge Answers.
- The tool may be integrated into Siri, Safari and Spotlight.
- Apple tested Google’s Gemini model for powering the new assistant.
- CEO Tim Cook signaled openness to acquisitions, with Perplexity mentioned in rumors.
- The initiative follows a lukewarm reception to Apple Intelligence at WWDC 2024.
- A refreshed Siri, expected in 2026, could feature the new search capability.
- Apple aims to compete more directly with Google’s Gemini and Microsoft’s Copilot.
Apple is developing an internal AI search platform, reportedly called World Knowledge Answers, that could be integrated into Siri, Safari and the Spotlight interface. The effort follows a lukewarm reception to Apple Intelligence at WWDC 2024 and a planned Siri relaunch slated for 2026. Apple has experimented with Google’s Gemini to power the assistant and remains open to acquisitions, with rumors circling a potential bid for Perplexity. By adding an AI‑driven search capability, Apple hopes to close the gap with rivals such as Google and Microsoft, which already embed AI chatbots in their products.
Apple’s New AI Search Initiative
Apple is reportedly building an AI‑driven search platform internally named World Knowledge Answers. Sources say the tool could be added to several of the company’s core consumer experiences, including the Siri voice assistant, the Safari web browser and the Spotlight search interface on iOS devices.
Context and Timing
The project emerges after Apple’s recent AI showcase at WWDC 2024, which received a mixed reaction. While the company introduced Apple Intelligence, analysts noted that the offering fell short of expectations. Apple now appears to be refocusing its AI strategy, with a revised Siri relaunch planned for 2026 that could incorporate the new search capability.
Potential Partnerships and Acquisitions
Apple has reportedly trialed Google’s Gemini model as a possible engine for the revamped Siri, though no final decision has been made. In addition, the company’s leadership, including CEO Tim Cook, has expressed openness to acquisitions that could accelerate the roadmap. Rumors have circulated about Apple eyeing a purchase of Perplexity, a firm specializing in AI‑enhanced search.
Strategic Implications
Historically, Apple has avoided direct involvement in web search, leaving the space largely to competitors. By embedding an AI search function within Safari and other native interfaces, Apple could more directly challenge Google’s Gemini and Microsoft’s Copilot, which are already integrated into their respective ecosystems. The move also aligns Apple with newer entrants such as Perplexity and OpenAI that are expanding AI capabilities into browsers.
Outlook
If successful, the World Knowledge Answers platform could give Apple a competitive edge in the rapidly evolving AI landscape, offering users a seamless way to retrieve information across Apple’s hardware and software. The company’s willingness to explore external AI models and potential acquisitions underscores a pragmatic approach to catching up with rivals, though the ultimate impact will depend on execution and user adoption when the updated Siri arrives in 2026.