In a bold move to expand its presence in the artificial intelligence landscape, Apple is reportedly developing its own AI-powered web search tool, set to debut in 2026. According to Bloomberg’s Mark Gurman, a trusted Apple insider, the tech giant is gearing up to challenge industry players like ChatGPT and Perplexity with a proprietary search platform that leverages advanced AI capabilities. The announcement, shared via a series of posts on X, marks a significant step for Apple as it seeks to diversify its offerings beyond hardware and compete in the rapidly evolving AI search market.
This development comes on the heels of speculation earlier this year about Apple’s potential interest in acquiring Perplexity AI, a startup valued at $18 billion. In June, rumors swirled that Apple might consider a $25-$30 billion deal to bring Perplexity’s innovative search technology under its umbrella. However, Gurman’s latest report suggests Apple has opted to build its own solution rather than pursue a costly acquisition. This decision aligns with Apple’s historical approach to acquisitions, as the company has never spent more than $3 billion on a single purchase. That record was set in May 2014 with the acquisition of Beats Audio, which included the Beats Music streaming platform—now transformed into Apple Music with over 94 million subscribers worldwide.
Apple’s financial strength, with a cash reserve of approximately $160 billion, certainly gives it the means to pursue ambitious projects or acquisitions. However, Gurman indicates that Apple is unlikely to make any major acquisition in the near future, focusing instead on in-house innovation for its AI search tool. This strategic choice reflects Apple’s preference for developing proprietary technologies, especially in areas as critical as AI, where control over user experience and data privacy is paramount.
The forthcoming AI-powered search tool is expected to integrate seamlessly with Apple’s ecosystem, potentially enhancing features across its devices and services, such as Siri and Safari. While specific details about the tool’s functionality remain under wraps, it is poised to compete directly with ChatGPT’s conversational AI and Perplexity’s answer-focused search engine, which has gained traction for its ability to provide concise, AI-generated responses to complex queries.
As Apple prepares to unveil its iPhone 17 series on September 9, the news of its AI search ambitions underscores the company’s broader vision to lead in the AI era. By 2026, Apple’s entry into the AI search market could reshape the competitive landscape, pitting it against established players and startups alike. For now, the tech world will be watching closely as Apple continues to innovate, leveraging its vast resources and expertise to redefine how users search and interact with information online.
