Apple New AI Search Engine, rumor or reality? Is the Google-Apple war about to begin? With the growth of artificial intelligence and significant investments from numerous companies, it seems that no tech giant wants to be left behind in this breathtaking competition. The latest news indicates that Apple, this time with an ambitious project, plans to enter one of the most exclusive digital markets, namely, web search. Yes, you heard that right! We are discussing an Apple search engine that could revolutionize the industry forever.
These days, there is widespread discussion about Apple’s relative weakness in the field of productive artificial intelligence, particularly following the unimpressive introduction of Apple Intelligence at the WWDC 2024 conference. Now it seems that Apple wants to make a strategic move, not only to compensate for this weakness, but also to directly challenge the unrivaled giant in this field, Google. As you may recall, not long ago, this giant team was seeking cooperation between Apple and Entropy to develop a coding platform.
Why is Apple suddenly thinking about building a search engine?
Why now, you might ask? Apple has had a lucrative deal with Google for years, allowing Google’s search engine to be the default in its Safari browser. But three main reasons explain the shift:
- Keeping up with AI competition: Companies like OpenAI and Google have changed the way people define “search” with their intelligent chatbots. Users are no longer just looking for a list of links; they want direct, concise, and intelligent answers. Apple needs more than just Siri to stay competitive.
- Greater control over the ecosystem: Apple has long been known for its closed, integrated ecosystem. Having a proprietary search engine is the missing link that allows Apple to completely control the user experience, from hardware to software and now to access to web information.
- The Future of Siri: Apple’s voice assistant, Siri, despite its advances, still lags behind rivals like Google Assistant or Alexa. Siri’s power requires an intelligent infrastructure to understand and present information, and an Apple search engine powered by Apple’s AI is exactly that infrastructure.
We’ve read before that the dramatic growth of ChatGPT search in Europe made headlines, and perhaps this news has pushed Apple to invest more in this area.
How will Apple New AI Search Engine work?
According to reports from reliable sources, such as Bloomberg, the project, known internally as “World Knowledge Answers,” isn’t intended to be a simple copycat of Google. The goal is to provide users with direct, accurate, and reliable answers to their questions,
without overwhelming them with a bunch of blue links.
The new tool is going to be deeply integrated into various parts of the Apple ecosystem:
- Siri: Instead of referring you to Google’s web search to answer your questions, it will use its built-in engine to provide intelligent, summarized answers directly. This is a true Siri Smart Search.
- Safari: An option to search directly with this tool alongside Google will likely be added to Safari to make it more competitive with Google.
- Spotlight: Comprehensive search on iPhone and Mac, now able to display web results with the power of Apple’s own search engine.
However, it looks like we’ll have to wait a little longer. Reports suggest that the launch of an all-new, revamped version of Siri, which will include these features, has likely been delayed until 2026. The delay reflects the major technical challenges Apple faces.
Apple’s Challenges and Strategies: Collaboration or Acquisition?
Building a search engine from scratch is an incredibly expensive and complex task. Apple has several options on the table to speed up this process. One option is to collaborate with other companies. Previously, rumors had circulated that Apple was in talks with Google to use its Gemini AI model in some features of iOS 18. This indicates that Apple is not hesitant about forming strategic partnerships.
Another option is to acquire innovative companies in this field. There were even rumors that Apple was interested in acquiring the successful startup Perplexity AI, a search engine based on artificial intelligence. Apple CEO Tim Cook has also repeatedly stated that the
company is ready to acquire other companies to achieve its goals.
“We’re always looking for opportunities to acquire companies that can help us deliver better products to our users.”
This quote reflects Tim Cook’s general approach at numerous financial conferences.
This dichotomy between “build,” “buy,” or “collaborate” suggests that Apple is still evaluating the best and fastest way to get into this big game.
The New Battleground: Apple vs. the Tech Giants
Apple’s entry into the arena will put Google in the crosshairs and significantly alter the online search landscape. Currently, the major players in this space are each on the field with their own strategies. Let’s take a look at these competitors and Apple’s possible position:
As the table shows, Apple’s main trump card is its strong ecosystem and loyal users. If Apple can deliver a seamless, private, and ad-free experience, it could convince a large portion of its users that they no longer need Google.
Conclusion: Should we prepare for the end of Google’s dominance?
It’s too early to tell, but Apple’s move to build its own search engine is a serious wake-up call for Google. This isn’t just a new product; it’s a strategic shift that could upset the balance of power in the tech world. Apple AI may not have had a stormy start, but the company has demonstrated that it’s a formidable competitor in the long game.
It remains to be seen whether “World Knowledge Answers” can be as successful in practice as its name suggests. What do you think? Can Apple win this battle? Let us know what you think! At ZonixAI, we’re always trying to grow your knowledge of AI.