Apple is quietly laying the groundwork for one of its most ambitious AI projects yet: a fully AI-powered web search experience for Siri, expected to roll out in 2026, according to a report from Bloomberg. Internally, the project is being referred to as “World Knowledge Answers”, and it represents Apple’s clearest step so far toward competing with rivals like Google, Microsoft, and OpenAI, who have aggressively pushed forward in the AI space.
A Custom Version of Google’s Gemini?
While Apple is known for building much of its technology in-house, Bloomberg suggests this new search capability may actually lean on a customized version of Google’s Gemini AI model. Gemini would reportedly handle tasks such as summarizing information from the web, though Apple plans to run these processes through its Private Cloud Compute servers to maintain the company’s strict privacy standards. Google is said to have already provided Apple with a working version of Gemini’s summarization technology, but refinements are still underway.
Expansion Beyond Siri
The report indicates that World Knowledge Answers may not be limited to Siri alone. Apple is exploring ways to integrate the AI-powered search into Safari and Spotlight, potentially transforming how users find and consume information across all Apple devices. This move could make Apple’s ecosystem less reliant on Google Search, which has long been the default on iPhones through a multibillion-dollar deal.
A Long-Delayed Upgrade for Siri
The overhaul comes after years of criticism that Siri lags behind other digital assistants. Apple had initially promised a more intelligent, AI-driven Siri for June 2025, but that deadline has since been pushed back. The current Siri often struggles with complex queries, leaving many users frustrated. With the new system, Apple hopes to finally deliver a smarter, context-aware assistant capable of producing summaries, handling multimedia (text, images, and video), and delivering more natural and useful responses.
Balancing AI With Privacy
Privacy will be central to Apple’s approach. Unlike competitors who rely on massive data collection, Apple is expected to keep much of the processing either on-device or within its privacy-focused cloud servers. This strategy aligns with Apple’s longstanding commitment to user security, but it also presents major technical challenges. As experts like OpenAI’s Sam Altman and Signal’s Meredith Whittaker have noted, making powerful AI both secure and private is a complex task — especially when dealing with agent-like AI systems.
The Competitive Landscape
Apple’s caution has drawn criticism from some investors, who argue the company is moving too slowly while startups and rivals race ahead. Companies like OpenAI, Anthropic, and Perplexity have already built AI-powered search products that capture attention, while Google continues to integrate AI deeply into its ecosystem. Apple even reportedly explored acquiring Perplexity, though that deal never materialized.
Still, there are reasons behind Apple’s deliberate pace. Generative AI often underdelivers on its promises, producing factual errors, hallucinations, or unsafe responses. Competitors like OpenAI have faced waves of criticism for issues such as “AI psychosis” in chatbots. Apple, known for its polished product launches, appears unwilling to release half-baked features that could damage user trust.
Tim Cook’s Vision
Despite the delays, Apple CEO Tim Cook has made it clear that AI will be transformative for the company’s future. In a recent all-hands meeting, Cook described the rise of artificial intelligence as being “as big or bigger than the internet,” signaling that Apple sees AI not as a trend, but as a core technology that will reshape its ecosystem for decades.
What to Expect Next
Bloomberg notes that while Apple’s next iPhone launch is just around the corner, the device isn’t expected to include any major AI-driven upgrades. Instead, Apple’s AI push will be gradual, with Siri’s AI-powered web search expected to be the centerpiece of the company’s next big software cycle.
If successful, World Knowledge Answers could redefine Siri from a lagging voice assistant into a true AI-powered knowledge engine — one that competes not just with Google Search, but also with the emerging generation of AI-first products. For users, it means a future where asking Siri for help doesn’t just return a web link — it provides a smart, private, and contextually rich answer.