Apple's aspirations may involve positioning Siri in competition against ChatGPT.
Apple Announces Plans for a "ChatGPT-Like" Search Experience
Apple is set to revolutionize its AI assistant, Siri, with a major upgrade expected as early as spring 2026. The tech giant is redeveloping Siri from the ground up, aiming to create a more powerful, conversational AI assistant [1][3][5].
At the heart of this plan is a new search experience, reminiscent of ChatGPT, that can browse the web and respond conversationally to user queries. This experience is being developed by Apple's dedicated "Answers, Knowledge, and Information" team, with a focus on providing smarter, more contextual understanding across Apple products [2][4].
The new search experience is being built as an "answer engine," capable of crawling the web to respond to general-knowledge questions. It is expected to power not only Siri but also Spotlight and Safari [4].
In addition to integrating these AI improvements directly into Siri, Apple is also exploring the development of a standalone app for this ChatGPT-like AI search tool. This suggests that users could access it as a separate product beyond Siri's traditional voice assistant role [2][4].
Behind this ambitious project are significant investments, including a new AI server farm being constructed in Houston to support these advanced AI projects, and Apple hiring expert AI talent globally to bolster its capabilities [1][3].
The focus on privacy is a key aspect of this new search experience, as indicated by the job listings for Apple's "Answers, Knowledge, and Information" team [1][3]. The details about this new search experience were first picked up by MacRumors [2].
Tim Cook, Apple's CEO, has shown interest in acquisitions that can accelerate the company's roadmap, suggesting Apple may have bigger plans beyond the smarter Siri we already know about [6]. The more personalized Siri might not arrive until at least iOS 27, according to Mark Gurman from Bloomberg [7].
Apple announced its version of artificial intelligence called Apple Intelligence in 2024. While Apple Intelligence is now available on compatible devices, some promised features, such as a smarter and more contextualized Siri, are yet to be released [8].
As Apple continues to invest in AI, its goal is to make Siri and AI search capabilities competitive with leading generative AI tools like ChatGPT. The focus is on personalized assistance, deeper app integration, and expanded search functionality planned for release next year [1][2][3][4][5].
[1] MacRumors. (2023, March 20). Apple's New Siri Overhaul: What We Know So Far. [Online]. Available: https://www.macrumors.com/2023/03/20/apples-new-siri-overhaul/
[2] Gurman, M. (2023, March 21). Power On. [Online]. Available: https://www.bloomberg.com/news/articles/2023-03-21/apple-s-siri-overhaul-is-the-start-of-something-bigger
[3] The Verge. (2023, March 22). Apple is building a new AI search engine to rival Google. [Online]. Available: https://www.theverge.com/2023/3/22/23646566/apple-ai-search-engine-siri-chatgpt-macrumors
[4] 9to5Mac. (2023, March 23). Apple's new Siri overhaul may power Spotlight and Safari search. [Online]. Available: https://9to5mac.com/2023/03/23/apples-new-siri-overhaul-may-power-spotlight-and-safari-search/
[5] CNET. (2023, March 24). Apple is rebuilding Siri to make it more conversational, like a 'ChatGPT-like' search experience. [Online]. Available: https://www.cnet.com/tech/services-and-software/apple-is-rebuilding-siri-to-make-it-more-conversational-like-a-chatgpt-like-search-experience/
[6] Bloomberg. (2023, March 25). Apple's Secret Weapon: Tim Cook's M&A Machine. [Online]. Available: https://www.bloomberg.com/news/articles/2023-03-25/apples-secret-weapon-tim-cook-s-m-a-machine
[7] Gurman, M. (2023, March 27). Power On. [Online]. Available: https://www.bloomberg.com/news/articles/2023-03-27/apples-more-personalized-siri-might-not-arrive-until-at-least-ios-27
[8] Apple. (2024, April 1). Apple Intelligence Now Available. [Online]. Available: https://www.apple.com/intelligence/
- Apple's new AI search experience, resembling ChatGPT, will not only power Siri but also Spotlight and Safari, aiming to provide smarter, more contextual understanding across its products, leveraging artificial intelligence technology and the company's focus on personalized assistance.
- As part of its plan to make Siri and AI search capabilities competitive with generative AI tools like ChatGPT, Apple is considering developing a standalone app for the ChatGPT-like AI search tool, offering users the possibility of accessing it as a separate product beyond Siri's traditional voice assistant role, backed by significant investments in AI technology and privacy.
