Apple is developing an artificial intelligence-powered web search tool designed to work with Siri, positioning the assistant for a broader role in answering online queries. According to Bloomberg, the initiative aims to step up competition with OpenAI and Perplexity AI Inc.
AI search effort centers on Siri
The new system, referred to internally as World Knowledge Answers, is planned for integration into Siri. Bloomberg reports that a revamped Siri is at the core of Apple’s AI strategy, with this tool intended to enhance how the assistant retrieves and presents information from the web.
The effort underscores Apple’s focus on expanding Siri’s capabilities as a primary interface for AI-driven tasks. Bloomberg indicates that the company is preparing the technology for launch next year, aligning the timeline with broader advances across consumer-facing AI assistants.
Potential expansion beyond Siri
In addition to Siri integration, Apple has discussed eventually adding the technology to its Safari web browser and Spotlight, which is used to search from the iPhone home screen, according to Bloomberg. Such an expansion would extend the system’s reach across common entry points for search within Apple’s ecosystem.
Competitive positioning against AI search players
Bloomberg characterizes Apple’s plan as a move to compete more directly with OpenAI and Perplexity AI Inc., two companies pushing AI-driven search and answer experiences. The World Knowledge Answers system is described as an AI-powered web search tool, suggesting a focus on direct responses to user queries within familiar Apple interfaces.
By anchoring the technology in Siri, Apple is aligning its assistant with emerging expectations for conversational, AI-backed retrieval. Bloomberg’s report frames the initiative as part of Apple’s broader AI strategy, centered on a stronger, more capable Siri that can address a wider range of information needs.
The report attributes details of the project to people with knowledge of the matter, reflecting internal development still underway. As described by Bloomberg, Apple’s discussions about integrating the system into Safari and Spotlight remain prospective, while the near-term plan focuses on Siri’s enhanced ability to deliver web-informed answers.
