Apple is ramping up its artificial intelligence efforts, with CEO Tim Cook declaring it a “revolution as big or bigger than the internet or the iPhone.” In a rare all-hands meeting after its August earnings, Cook urged employees to seize the opportunity, saying, “Apple must do this. Apple will do this.”

To lead this push, Apple has formed a new team called Answers, Knowledge and Information (AKI). Their goal is to build an “answer engine” that can crawl the web and provide general-knowledge responses. This technology is expected to integrate into Siri, Spotlight, and Safari. Furthermore, a standalone app is also under consideration.

The move follows Apple’s decision to integrate ChatGPT into Siri, which drew criticism. Cook defended Apple’s approach, noting the company’s history of perfecting technologies rather than being first. But with AI search tools like ChatGPT and Google Gemini gaining traction, Apple is accelerating its efforts.

Apple is also working on a major Siri overhaul, led by Mike Rockwell’s team. They scrapped the previous AI system for not meeting “Apple quality.” The updated version could debut as early as spring next year.

Alongside software, Apple is investing in AI infrastructure. This includes a custom cloud chip, Baltra, and a new AI server facility in Houston. Nearly 40% of Apple’s 12,000 hires last year were focused on R&D.

With its $20 billion search deal with Google facing scrutiny, Apple is exploring partnerships with AI firms like Perplexity AI. This signals its intent to build a future-ready AI ecosystem. Cook’s message to staff was clear: “To not do this would be to be left behind — and we can’t do that.”

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