Apple is making a strategic move by forming a new artificial intelligence team focused on building a chatbot similar to ChatGPT, aimed specifically at redefining the user search experience, just in time for its upcoming iPhone 17 Pro release.
According to Bloomberg’s Mark Gurman, Apple has quietly assembled an internal group called “Answers, Knowledge, and Information” (AKI). This team’s mission is to create a simplified AI assistant that helps users access global information more naturally, resembling current AI search models. The team is headed by Robby Walker, a former Siri executive, and reports to Apple’s AI chief, John Giannandrea.
This initiative marks a notable change in Apple’s AI strategy. Until recently, the company leaned on its partnership with OpenAI to integrate ChatGPT into Siri. However, the formation of the AKI team highlights Apple’s growing interest in building a native solution, independent of third-party providers.
What makes this move even more surprising is that senior Apple executives had previously downplayed the relevance of chatbot-style AI. Despite those earlier views, the company now appears committed to expanding beyond its existing Apple Intelligence features—tools such as Genmoji, Notification Summaries, and writing suggestions. So far, Apple Intelligence has been seen as underwhelming by many users, especially since the major Siri upgrade has been delayed by more than a year.
The AKI team’s focus is reportedly on developing a more interactive and conversational search experience, similar to platforms like ChatGPT and Perplexity AI. Apple had earlier explored collaborations with emerging AI startups that specialise in AI-enhanced search, but this internal development points to a stronger commitment to in-house innovation.
Meanwhile, the tech giant is also progressing on the hardware front. Reports suggest that Apple is testing prototypes of the iPhone 17 Pro in real-world settings. A disguised version of the device was spotted in San Francisco, indicating that the company is on schedule with development and preparing for a major product launch cycle.
However, Apple’s AI ambitions face internal challenges. Over the past month, the company has lost four AI researchers to Meta, raising concerns about employee morale and talent retention—particularly within its foundation models team, which is responsible for building large language models and generative AI technologies.
In summary, Apple’s decision to form the AKI team and develop a proprietary AI chatbot underscores a renewed emphasis on artificial intelligence. If successful, this new direction could bridge gaps in its current AI offerings and potentially reshape how search functions within the Apple ecosystem moving forward.