Apple is reportedly working on a stripped-down AI chatbot to compete with ChatGPT, signaling a shift in its artificial intelligence strategy. The company has lagged behind in the AI-powered chatbot race but appears to be pivoting toward an in-house solution that aligns with its philosophy of delivering refined, rather than first-to-market, products.
According to reports, Apple formed a team earlier this year called Answers, Knowledge and Information, tasked with developing a lightweight alternative to ChatGPT. This move marks a departure from its previous approach, which involved partnering with OpenAI in 2024 to integrate ChatGPT into Siri instead of building its own AI chatbot. Now, the company is focusing on creating its own AI-powered search experience capable of crawling the web to answer user queries.
The new AI service could function as a standalone app while also enhancing existing Apple features like Siri, Spotlight, and Safari. The team is reportedly led by Robby Walker, who previously managed Siri, and is actively seeking talent with expertise in search algorithms and engine development.
Apple’s AI ambitions have faced challenges, including delays in rolling out an upgraded version of Siri, which was initially expected this year but has been postponed to an unspecified date in the future. Despite these setbacks, the company is pushing forward with its Apple Intelligence initiative. During a recent earnings call, CEO Tim Cook emphasized that Apple is open to acquisitions to accelerate its AI development and remain competitive in the fast-evolving tech landscape.
While Apple has been slower to adopt generative AI compared to rivals like Google and Microsoft, its focus on privacy and seamless integration across devices could give it an edge if executed well. The development of an in-house chatbot suggests Apple is serious about reclaiming its position in the AI space, even if it arrives later than competitors.
As the AI race intensifies, Apple’s strategy of prioritizing quality over speed may determine whether it can close the gap with industry leaders. The success of its new AI team and upcoming products will be key to its future in artificial intelligence.
