Apple has begun the development of its own chatbot intended to be a simpler alternative to ChatGPT. According to Bloomberg, at the start of 2025, Apple formed an internal team called "Answers, Knowledge, and Information" that is focusing on creating a streamlined AI solution for information searches and user queries.

This move indicates a strategic shift for the company: in 2024, Apple launched the Apple Intelligence platform, which did not include a proprietary chatbot but instead integrated OpenAI's ChatGPT into Siri. The company had questioned the overall effectiveness of such tools and thus did not prioritize this area.

However, Apple has now decided to create its own AI search service, as such solutions have proven to be quite popular among users. The new tool may be available as a standalone application and could also integrate with Siri, Spotlight, and Safari.

The team responsible for the chatbot development will be led by Robbie Walker, who previously oversaw Siri's development. Apple has already posted job openings for the team, seeking specialists in search algorithms and engine development.

The Cupertino-based company has also begun discussions with several AI startups, including Perplexity, which specializes in AI search. This will strengthen Apple's position among competitors.

As Apple has only just started working on new AI tools, a product launch is not expected in the near future.