Katarzyna Petru
Apple is increasingly making it clear that it does not intend to stand idly by in the race for AI. As reported by 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 true Apple style: clean, fast, and with an emphasis on privacy.
The team is working on technology that would respond to user queries by integrating data from the internet, Siri, Safari, and the rest of the ecosystem. This could be a standalone application, 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 when you factor in the increasingly loud whispers about the end of the deal with Google (after the lost antitrust case), it may turn out that Apple is preparing something much bigger — its own search engine.
iPhone 17 and 17 Pro Could Mark the Beginning of a New Era
All 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 prepared for Apple Intelligence. This means not only new cameras and faster chips, but also a revamped Siri, which will finally stop being just an adornment of the side button.
The Pro versions are set to receive new A19 Pro chipsets, optimised for AI, and will place even greater emphasis on local data processing. Apple — as is typical of Apple — wants to demonstrate that AI can be done without relinquishing all privacy to the servers.
If everything 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 this mean for the user?
The new Siri is meant to operate more contextually, better understand questions, and be genuinely helpful — rather than just "googling it for you". If Apple succeeds, users may finally feel that the voice assistant is not just a marketing sticker on the box.
On one hand, we have increasingly sophisticated AI from OpenAI and Google, and on the other — Apple, which may not be first but will do it in its own way. And if it actually launches its own answer engine, this could be the biggest change in iOS since the addition of the App Store.
