Apple AI search engine is quietly becoming one of Apple’s biggest behind-the-scenes projects. While companies like Google, Microsoft, and OpenAI are grabbing headlines for generative AI, Apple has been steadily researching its own AI-driven search technology with a strong focus on privacy and on-device intelligence.
Spotlight on ‘Pegasus’: Apple’s Next AI Search Engine
Internally, at Apple, its AI search initiative is referred to as “Pegasus”, an Apple AI search engine project named after a horse. The Pegasus project is a next-generation Apple AI search engine that will provide more contextual and relevant results across Apple products. Although Pegasus has not been formally launched and touted by Apple as a product, we see this Apple AI search engine in testing across various Apple apps in the App Store and Apple TV. In other words, older algorithms in the app have been replaced to provide more dynamic search results to the user.
This represents a significant shift from Apple’s previous approach, which was largely reliant on traditional keyword-based search and some limited natural language processing. With Pegasus, Apple has put out the goal of achieving or exceeding the AI search capabilities of Google and Microsoft, but with an increased emphasis on privacy—making the Apple AI search engine approach stand out.
Why AI Search Matters for Apple
Apple’s long-standing search partnership with Google — estimated at around $18 billion a year — brings into question whether the company might eventually reduce its reliance on Google for search on Safari and within its ecosystem. Developing an in-house Apple AI search engine could be Apple’s attempt to future-proof its ecosystem, while keeping user data safe and on-device. Apple’s Sr. VP John Giannandrea, who previously led Google Search and AI, is said to be spearheading the Apple AI search engine efforts, which have considerable value in keeping Apple competitive.
AI Tools Already in Use Across Apple Devices
While Apple hasn’t made major announcements, AI is already being used in many of the company’s products. There is a major upgrade to Siri that utilizes Apple’s own large language models (LLMs); and transit directions in Maps uses AI LLMs for timely responses. The majority of Deep Fusion in Photos uses localized processing capabilities from a sizeable AI data set. Apple’s Spotlight Search will be advanced with smarter suggestions. Xcode, which is also known as Apple’s development platform, will gain AI-driven code-generation tools similar to GitHub Copilot. On-device intelligence enables capabilities such as photo identification, voicemail transcription, and text prediction—key building blocks that support the future Apple AI search engine vision.
In a recent report from Bloomberg…
Apple is taking a different approach when it comes to AI by focusing on doing AI on-device rather than in the cloud. This is consistent with its privacy-first approach and allows users to interact with Apple’s devices and applications quicker and in a more efficient manner without Apple having to give up any of its user data—an important advantage for an Apple AI search engine.
Tim Cook’s Vision for AI at Apple
Apple’s CEO Tim Cook has reportedly been gathering internal teams behind the AI initiative saying that it is one of the areas of focus that is most important for Apple moving forward. Although Apple has refused to label its work as a “ChatGPT competitor” or an “AI assistant”, it is clear that Apple is investing a tremendous amount of research and development into generative AI, even redefining the expectations for search with an Apple AI search engine strategy. Cook indicated during recent earnings calls that Apple will “talk more about generative AI features” later in 2024, likely during an upcoming product launch or software update.
Conclusion
Apple’s AI search tools may not be grabbing the headlines like ChatGPT or Gemini, but they clearly signal Apple is positioning themselves strategically in the AI industry—on their own terms. With Project Pegasus and smarter on-device experiences, the Apple AI search engine direction shows Apple is gearing up for a world of AI that is embedded into every Apple experience deeply, securely, and silently. Pay attention to the next rounds of iOS updates and product launches—AI may be Apple’s next leap.
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FAQ
1: What is Apple’s AI search engine project Pegasus?
From what’s being reported, “Pegasus” is just Apple’s internal name for a smarter search project. The whole point seems to be making search inside Apple apps feel more helpful — not just a basic keyword match like older systems.
2: Is Apple going to remove Google Search from Safari?
Probably not right away. Google is still the default search in Safari, and that deal is massive. But yes, Apple working on its own search tech does make you wonder if they want to rely less on Google later.
3: How is Apple’s AI search different from Google’s AI search?
Apple usually plays it differently. Instead of doing everything in the cloud, they try to keep more processing on the device. That’s why Apple’s AI search focus is expected to lean heavily toward privacy and on-device speed.
4: Who is actually leading Apple’s AI search development?
A lot of reports point to John Giannandrea as a key person here. He’s got a strong Google Search background, so if Apple is serious about building a real AI search engine, he’s the kind of executive you’d expect to be involved.
5: When will the Apple AI search engine launch?
There’s no official launch date yet. Apple hasn’t openly announced it as a product. But small AI search upgrades are already showing up in different areas, and bigger changes could easily arrive through future iOS updates.