Apple has initiated the development of its own chatbot, envisioned as a simpler alternative to ChatGPT. According to Bloomberg, at the beginning of 2025, Apple established an internal team named "Answers, Knowledge, and Information" that is working on a streamlined AI solution for internet information retrieval and user inquiries.

This move indicates a strategic shift for the company: in 2024, Apple introduced the Apple Intelligence platform, which did not include its own chatbot, opting instead to integrate OpenAI's ChatGPT into Siri. The company had previously questioned the overall effectiveness of such tools, thus not prioritizing this area.

However, Apple has now decided to create its own AI search service, as these solutions have proven to be quite popular among users. The new tool may be implemented as a standalone application and can also be integrated into Siri, Spotlight, and Safari.

The team responsible for developing the chatbot will be led by Robbie Walker, who previously oversaw the development of Siri. Apple is currently advertising positions for the team, seeking specialists with expertise in search algorithms and engine development.

The Cupertino-based company has also begun negotiations with several startups in the artificial intelligence sector, including Perplexity, which specializes in AI search. This will strengthen Apple's position against competitors.

As Apple has just started working on new AI tools, a launch of the finished product should not be expected anytime soon.