Apple is planning a major update to its users’ search experience, timed with the release of the iPhone 17 Series. The company aims to take the lead in artificial intelligence and is secretly preparing a competitor to ChatGPT. The company has created a team called Answer, Knowledge, and Information, as reported, to create an AI chatbot that can answer all user questions.
This development is happening despite prior comments from senior Apple executives who had played down the need for chatbot-style AI. The company is now expanding its AI strategy beyond its current Apple Intelligence platform, which offers tools such as Genmoji, notification summaries, and writing suggestions. The current Apple Intelligence has not met user expectations, particularly with the Siri updates being delayed.