Katarzyna Petru
Apple is increasingly making it clear that it does not intend to stand on the sidelines in the AI race. According to Mark Gurman from Bloomberg, the company has formed a new team — Answers, Knowledge, and Information — aimed at creating its own "answer engine." Something like ChatGPT, but in Apple's style: clean, fast, and with an emphasis on privacy.
The team is working on technology that would respond to user questions by combining data from the internet, Siri, Safari, and the rest of the ecosystem. It could be a standalone app, but a more likely scenario is deep integration with existing services.
Apple is reportedly already recruiting people from search algorithms and engines, so it seems the project is gaining momentum. And if you add to that the increasingly loud echoes about the end of the deal with Google (after losing an antitrust case), it may turn out that Apple is preparing something much bigger — its own search engine.
iPhone 17 and 17 Pro could be the start of a new era
All of this is happening just before the launch of the iPhone 17 and 17 Pro — models that, according to leaks, are set to be the first fully geared towards Apple Intelligence. So not just new cameras and faster chips, but also a revamped Siri, which will finally stop being just a decorative feature of the side button.
The Pro versions are expected to receive new A19 Pro chips, optimised for AI, and will also focus even more on local data processing. Apple — as is typical of Apple — wants to demonstrate that you can do AI without surrendering all your privacy to servers.
If all goes according to plan, the iPhone 17 could be a turning point — for Siri, for information searching on the iPhone, and for Apple’s entire approach to artificial intelligence.
What does it mean for the user?
The new Siri is supposed to operate more contextually, better understand questions, and be genuinely helpful — not just “Google it for you”. If Apple gets it right, users might finally feel that the voice assistant isn’t just a marketing sticker on the box.
On one hand, we have increasingly complex AI from OpenAI and Google, and on the other — Apple, which may not be the first but will do it in its own way. And if it actually releases its own answer engine, it could be the biggest change in iOS since the addition of the App Store.
