Apple has commenced the development of its own chatbot, which will serve as a simpler alternative to ChatGPT. According to Bloomberg, in early 2025, Apple established an internal team named "Answers, Knowledge, and Information" that is working on a streamlined AI solution to search for information online and respond to user inquiries.

This move indicates a shift in the company's strategy: in 2024, Apple introduced the Apple Intelligence platform, which did not include its own chatbot, instead integrating OpenAI's ChatGPT into Siri. The company had questioned the overall effectiveness of such tools, leading to less focus on this area.

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

The head of the development team for the chatbot has been appointed as Robbie Walker, who previously oversaw the development of Siri. Apple is currently advertising positions for the team, seeking experts in search algorithms and engine development.

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

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