Apple is breaking its silence on generative AI with a new move. The in-house AI chatbot is positioned as a direct competitor to OpenAI’s ChatGPT. According to sources familiar with the matter, Apple is leading this project through a new team called Answers, Knowledge, and Information.

Apple Prepares to Compete with ChatGPT

According to information shared by Mark Gurman, the chatbot Apple is working on will have a simpler structure compared to ChatGPT. This new system, focused on ease of use, will reportedly center on direct user interaction.

Apple’s lag in the generative AI race to date is attributed to the company’s traditional strategy. The company’s approach prioritizes “delivering the best product” over “being first.” It’s not yet clear whether the new chatbot reflects this approach.

Currently, Apple continues its collaboration with OpenAI. ChatGPT can be used integrated with Siri on iOS platforms. However, Apple’s development of its own chat system raises questions about the long-term direction of this partnership.

According to Gurman, Apple’s new system will be able to answer user questions by scanning the web for real-time information. This structure will bring a search experience similar to ChatGPT.

How the new technology will be rolled out has not yet been finalized. Apple is considering integrating this system into its existing services, such as Siri, Safari, and Spotlight, or offering it as a standalone application. This decision is expected to directly impact Apple’s positioning within its AI strategy.