— Apple is developing an AI-driven web search feature for Siri, internally named ‘World Knowledge Answers’, planned for rollout next year to better compete with OpenAI and Perplexity and potentially extend into Safari and Spotlight.
Key Takeaways
- Apple plans to introduce an AI-powered web search tool in 2026, integrated into Siri.
- The project is known internally as ‘World Knowledge Answers’.
- Apple may later add the feature to Safari and Spotlight.
- The move positions Apple against OpenAI and Perplexity in conversational search.
- Bloomberg reported the plan on Sept. 3, 2025, citing people familiar with the matter.
- Reported talks between Apple and Google about Siri development have progressed, per the same report.
Verified Facts
According to a Bloomberg report published on September 3, 2025, Apple is developing a web search capability powered by large language models to be embedded in Siri. Insiders described the internal codename for the system as ‘World Knowledge Answers’.
The company is said to plan an initial Siri integration with potential future rollouts into the Safari browser and Spotlight search on iPhone. Those additional placements were described as possible next steps, not finalized deployments.
Bloomberg noted the timing as targeting next year, which would indicate a 2026 launch window. The report framed the effort as part of Apple’s broader push to rework Siri around generative AI and to offer more direct, conversational answers to user queries.
Context & Impact
Apple’s initiative follows a broader industry trend in which major tech firms are using generative AI to enhance search and assistant experiences. Companies such as OpenAI and Perplexity have introduced AI-first search and chat interfaces that return consolidated answers rather than traditional link lists.
If Apple integrates a proprietary AI search layer into Siri, Safari and Spotlight, it could shift how iPhone and Mac users find information, potentially reducing direct queries to third-party services and changing traffic patterns for web publishers.
- User experience: Faster conversational answers within Apple’s ecosystem.
- Market dynamics: Increased competition with OpenAI, Perplexity and established search providers.
- Developer effects: Possible new constraints or opportunities for web indexing and app discovery.
Official Statements
Bloomberg reported Apple is developing the feature and that it is internally called ‘World Knowledge Answers’.
Bloomberg
Unconfirmed
- Exact launch date and the feature set planned for the initial release.
- Whether the AI search will replace or augment existing web links and sources in Siri responses.
- Technical details such as which models, data sources, or cloud partners Apple will use.
- Terms of any ongoing discussions with Google related to Siri’s backend or search agreements.
Bottom Line
Apple’s reported plan to add an AI web search layer to Siri reflects a strategic push to keep control of key user interactions and to match advances from AI-native competitors. If delivered in 2026 as reported, the move could reshape search behavior on Apple devices and intensify rivalry among AI search providers.