Apple Inc. is preparing to enter the artificial intelligence-driven search market with the launch of its own web search tool, a move that could intensify competition with industry players like OpenAI and Perplexity AI. According to insiders, the project currently known as World Knowledge Answers is expected to debut next year and will be integrated directly into Siri, Apple’s long-standing digital voice assistant. This effort marks Apple’s most significant push in years to make Siri more useful, responsive, and competitive in an era where AI-powered chat and search tools are reshaping how users interact with technology.

The company’s internal plan involves embedding the system not just in Siri, but eventually across its ecosystem of search-related features. Sources indicate Apple is considering adding the tool to Safari, its web browser, as well as Spotlight, the search function accessible from the iPhone’s home screen. Such a move would give users access to richer, AI-driven responses without relying on third-party services, while also positioning Apple to challenge Google’s dominance in search and OpenAI’s ChatGPT in AI-driven answers. For Apple, which has traditionally been cautious in deploying large-scale AI features, the project signals a broader embrace of generative AI technology.

The timing is significant as rivals have been accelerating their efforts to define the next era of search. OpenAI has integrated browsing capabilities into its chatbots, while startups like Perplexity AI are gaining traction with conversational search tools that deliver curated answers instead of traditional lists of links. Apple’s entry could reshape the competitive landscape given its vast global user base and the tight integration of its devices and services. By building its own AI-powered search experience, Apple could keep more users within its ecosystem and reduce reliance on Google, which currently pays billions annually to remain the default search engine on Apple devices.

Apple’s cautious but deliberate approach reflects both opportunity and risk. While the company has vast resources and hardware expertise, it has been slower than rivals in public AI rollouts, leading to speculation that it might fall behind in the fast-moving field. However, the integration of *World Knowledge Answers* into Siri and other core services could allow Apple to leapfrog competitors by delivering a seamless experience tailored to its devices. Unlike experimental startups, Apple also brings a strong reputation for privacy, which could prove critical as consumers raise concerns about how AI systems use personal data.

If successful, the launch of Apple’s AI-powered search tool could redefine Siri’s role from a limited voice assistant into a central hub for intelligent answers and recommendations. It would also highlight Apple’s broader ambitions in artificial intelligence at a time when generative AI is transforming industries from search and productivity to entertainment and retail. With its unmatched global reach and brand loyalty, Apple could quickly scale the technology, setting the stage for a new era of AI-powered interactions across the company’s ecosystem.

Source: Bloomberg.