A is planning to launch its own artificial intelligence search tool next year, increasing competition with and perplexity.
The company is developing a new system – internally called World Knowledge Answers – which will be integrated into the Siri voice assistant, according to people with knowledge of the subject. Apple also discussed the possibility of adding technology to the Safari browser and Spotlight, used for searches on the iPhone home screen.
Apple aims to launch the service, described by some executives as an “response motor” in the northern hemisphere spring, as part of a long -awaited Renomulation of the Siri, the sources said, who asked for anonymity because the plans have not yet been announced.
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The idea is to make Apple’s Siri and operating systems a place where users can look for information from the entire internet – similar to ChatgPT, AI summaries on Google Search, and a number of new applications. The approach will be based on large models of language, or LLMS, a key technology that supports the general AI.
The technology that will allow the new Siri can come in part from Google from Alphabet, Apple’s longtime partner in internet searches. Companies have signed a formal agreement this week for Apple to evaluate and test an AI model developed by Google to help feed the voice assistant, the sources said.
Apple’s new search experience will include an interface that uses local text, photos, videos and points of interest, according to sources. It will also offer an Ia -designed summarization system to make results faster and more accurate than those offered by the current Siri.
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Apple spokesmen, headquartered in Cupertino, California, and Google in Mountain View, California, refused to comment.
Apple’s actions went up to a maxim at the session on Wednesday (3) after a report by Bloomberg About the search plan, adding to previous gains. The shares rose 3.8%to US $ 238.47 in closing in New York, marking the largest increase in one day in almost a month.
Current Siri can answer basic questions and provide facts about remarkable people, events, movies and sports, among other things. But she has difficulties with more complex consultations and general knowledge searches, often providing Google or ChatgPT results. The voice assistant – innovative when released in 2011 – began to represent Apple’s shortcomings in artificial intelligence.
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The most recent development occurs the same week as a US judge decided that – with minor changes. This agreement generates about $ 20 billion a year for Apple, and investors were relieved to see him continue. But the change for IA -based searches is still underway.
Earlier this year, the company’s head of service, Eddy Cue, said in court that the number of google queries made by Apple devices had fallen. “This has not happened for 20 years,” he said. “We are starting to see what I believe are formidable competitors” to traditional search engines, he added, referring to AI-based options.
Still, Tuesday’s decision preserving Apple’s agreement with Google may mean that the company now has less urgency to develop its own services.
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Siri reformulation
As part of Siri’s promised reformulation, the digital assistant can access personal data and content on the screen to better respond to consultations. You will also be able to browse more accurately through the devices of users by voice. But now Apple wants to go further with the update. A technological reformulation of Siri – called Linwood and LLM Siri internally – prepares the land for the AI search feature.
Craig Federighi, Apple’s software engineering head of Siri strategy, gave clues about the expanded set of change in a recent general meeting with employees.
“The work we did in this complete reformulation of Siri gave us the results we needed,” he said. “This put us in a position not only to deliver what we announced, but of delivering a much larger update than we imagined.”
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Several teams are working on the search initiative, including the Siri group under Federighi, the IA division led by John Giannandrea and the Apple -led Cue -led service unit. Mike Rockwell, creator of Headset Vision Pro, leads the effort under Federighi, while Siri’s former head chief Robby Walker is one of the main responsible for the project under Giannandrea.
Apple aims to use a similar underlying search system for both the worldwide and capacity of the capacity already announced – but late – to seek more accurately on the user’s device. This tool should allow people to find images, files and other types of information faster.
Although Apple is mainly focused on integrating the new search system with existing features, it has also considered the idea of creating a chatbot type for search. THE Bloomberg Last month reported that Apple is hiring staff for a new team called Answers, Knowledge and Information, or AKI, which contributes to search work.
Changes in the Siri and Search are scheduled for an internal software update called Luck and, corresponding to iOS 26.4, scheduled for launch in March.
The initial version of iOS 26 will be released this month as part of the launch of the new iPhones, Apple’s main product. The company should announce the iPhone 17 line next Tuesday.
Gemini e Anthropic
Apple is reconstructing Siri around three main components: a planner, web search systems and devices, and a summary. The planner interprets the entrance of voice or text and decides how to answer; the search system searches the web or the user data; And the summary brings together everything in an answer.
In an important change, Apple is considering using third party AI models to feed the new Siri through a project called Glenwood. The current version of Siri works entirely with Apple technology.
Recently, Apple has been inclined to use a personalized Google Gemini model for the summarizer, the sources said. He would run on Apple’s Private Cloud Compute servers. The search giant has already delivered the technology to Apple – and the two companies now collaborate on thin adjustment and testing.
Apple considers to use the Google model also for the planner function, but continues to evaluate the use of Anthropic PBC Claude or internal models. Apple and Google also do not rule out using the Gemini model for other AI and search functions.
For now, the iPhone manufacturer plans to keep its own technology, called Apple Foundation Models, to pursue user data. This should help preserve privacy as customer information will not be processed by third party technology.
Google was not initially the favorite in the Siri project. Anthropic was ahead for an agreement, with internal Apple reviews indicating that Claude was superior to Gemini in quality.
But Anthropic called for a high price for the use of technology – over $ 1.5 billion a year – and Google offered more favorable financial terms, according to sources. This led Apple to ask Google to create a model to feed the Siri, as reported by Bloomberg last month.
This is not the first time Apple and Google discuss an AI -related agreement. Last year, Apple sought Google to join Chatbot Gemini in Siri, but partnered with OpenAi. Both companies have publicly said that they still work for an agreement, but the appeal has not yet been released for consumers.
New look
In addition to the Siri and AI search updates in the first half of next year, Apple plans a visual redesign of the voice assistant and an AI for health agent that will feed a paid welfare signature service in 2026. It also works in another BRIEO update that will bring stronger conversational skills to future domestic devices.
It is all part of a recovery plan in the AI area, where the company had difficulty accompanying the rivals of the Silicon Valley. After the delay of the new Siri in the past spring, Apple reformulated its executive team to start the turn. But the process will take time. When Apple launches the iPhone 17 next week, it is not expected to introduce great news into AI.
Acquisition strategy
During the development of Nova Siri, CUE and the head of mergers and acquisitions, Adrian Perica, considered several possible acquisitions. The company argued to buy perplexity and Mistral, Bloomberg said. Apple executives met with Mistral, French AI startup, until July.
Apple has seriously evaluated perplexity technology in summer, but is no longer considering an active offer. Instead, your new search product will compete with the startup offer. Apple continues to seek acquisitions, especially to reinforce talents.
The company faces an exit wave of employees. The Apple Foundation Models team, consisting of dozens of academics, researchers and engineers, has been losing members for weeks.
In early July, Department’s creator and head, Raoming Pang, went to a salary package of over $ 200 million in Meta Platforms Inc. Since then, about 10 team members have left, most of them following Pang for the social networking giant.
Last week, three AI key researchers also left: John Peebles and Nan du began at OpenAi, while Meng Zhao went to Anthropic. More team members are in the process of interviews for other jobs.
© 2025 Bloomberg L.P.
