Apple Inc. is quietly advancing plans to develop a generative AI-powered search system reminiscent of OpenAI’s ChatGPT, signaling a potential shift in how the company integrates artificial intelligence across its ecosystem. According to a recent report from Digital Trends, this initiative could overhaul not just voice assistants but broader search functionalities, with implications for user privacy and competitive positioning in the tech sector. Insiders suggest Apple is forming specialized teams to build this technology in-house, emphasizing on-device processing to maintain its hallmark data security standards.

The push comes amid intensifying rivalry from Microsoft and Google, whose AI tools have set new benchmarks for conversational search. Apple’s strategy appears to leverage its vast hardware integration, potentially embedding advanced AI directly into iOS and macOS devices. This move builds on earlier announcements, such as the integration of generative AI into iPhones, as detailed in a May 2024 article from The New York Times, which highlighted a significant internal reorganization to catch up with chatbot competitors.

Siri’s Evolution and Limitations

While much attention has focused on revamping Siri, the Digital Trends report argues that Apple should prioritize enhancements beyond its voice assistant. Siri, long criticized for its inaccuracies compared to rivals like ChatGPT, is slated for an overhaul, but the real opportunity lies in transforming search experiences in apps like Safari and Spotlight. Apple’s internal research, as exposed in a Bloomberg-sourced piece republished by Digital Trends in October 2024, revealed stark gaps in Siri’s AI capabilities, underscoring the need for broader innovation.

Recent developments indicate Apple is assembling an “Answers” team to create a ChatGPT-like AI for Siri by 2026, per insights from WebProNews. This team aims to infuse generative AI into search, enabling more natural, context-aware responses without relying heavily on external partnerships. However, the emphasis on privacy-focused, in-house development could differentiate Apple from data-hungry competitors, potentially appealing to enterprise users wary of cloud-based AI risks.

Expanding Beyond Voice to Browser Integration

The Digital Trends analysis posits that Safari, Apple’s web browser, stands to benefit most from this AI infusion. Imagine a search bar that not only retrieves results but generates summaries, answers complex queries, and integrates seamlessly with personal data—all processed on-device. This vision aligns with reports from MacRumors in June 2025, which detailed Apple’s progress on large language models to make Siri more conversational, extending these capabilities to browser-based searches.

Competitive pressures are mounting, with Google’s Gemini and Microsoft’s Copilot already offering integrated AI search. Apple’s approach, as outlined in a Tom’s Guide piece from November 2024, involves a custom language model tailored for Siri-like interactions, but expanding it to Safari could create a unified AI experience across devices. This strategy might also mitigate antitrust concerns by fostering innovation without dominating third-party integrations.

Privacy as a Core Differentiator

A key pillar of Apple’s AI ambitions is its commitment to user privacy, avoiding the data collection pitfalls that have plagued other tech giants. The Digital Trends report emphasizes that by focusing on on-device AI, Apple can provide powerful search tools without compromising security, a point echoed in a Medium comparison by Casenixx from March 2025, which pitted Apple Intelligence against ChatGPT and highlighted Apple’s edge in privacy.

Industry analysts predict this could debut in early 2026, potentially coinciding with iOS updates. As Fox News reported in June 2024, Apple’s all-in bet on AI, including ChatGPT connections, sets the stage for a more intelligent ecosystem. Yet, success hinges on execution—balancing innovation with usability to avoid the pitfalls that have slowed Siri’s adoption.

Strategic Implications for Apple’s Ecosystem

Looking ahead, this ChatGPT-like search could redefine how users interact with information on Apple devices, from quick queries in Spotlight to in-depth research in Safari. The formation of dedicated teams, as noted in a Cult of Mac article from earlier today, underscores Apple’s determination to build an “Answer Engine” under former Siri head Robby Walker, signaling a quiet but aggressive pivot.

For industry insiders, the broader implication is Apple’s potential to disrupt the AI search market while reinforcing its walled-garden model. By extending AI beyond Siri, Apple might not only catch up but lead in privacy-centric intelligence, challenging the status quo set by OpenAI and its partners. As competition heats up, this initiative could prove pivotal in maintaining Apple’s premium positioning in a rapidly evolving tech arena.