By: Biljana Dimovska · Tools & platforms · 2025-09-11 · 2 min read
A look at Bloomberg's report on Apple's planned World Knowledge Answers search engine, its proposed Siri integration and implications for SEO.
Bloomberg recently reported that Apple is preparing a new AI search platform called World Knowledge Answers, which is due to be integrated into Siri and Safari in spring 2026.
This “answer engine” would transform Siri from a simple assistant into an AI search tool. It would provide answers with text, images, videos and local information, just like Google, aiming to simplify and enrich the search experience. Sound familiar?
How would it work under the hood?
Apple would use large language models, including Google's Gemini, for this advanced AI feature, with data processed on its private cloud servers.
The system would consist of several key components: a planner that interprets questions, a search system that finds information on the web and locally, and a summariser that creates explanatory, concise answers. Even so, good old web optimisation would remain essential.
This AI upgrade could shift the importance of traditional SEO. Businesses and content creators now need to consider how their publications could be cited directly in AI answers, rather than only ranking in Google results. Well-optimised content would still support good rankings and domain authority, making these sites prominent information sources for this AI tool too.
The project has the working name World Knowledge Answers and forms part of the wider Siri transformation, codenamed “Luck E” or “LLM Siri”. It is expected to launch with iOS 26.4 in March 2026 as part of the iPhone 17 upgrade. That means the feature might not be available to all Apple users immediately.
Apple recently announced that it has 2.35 billion active devices worldwide. Even small changes to default settings, such as introducing a new search engine in Siri and Safari, could redirect billions of searches to new information sources. Although the launch targets the latest iPhone 17, the question is how long that exclusivity would last. Given Apple's update cycle, the article anticipates the tool could become available on 90% of those 2.35 billion devices within two years.
According to Bloomberg, Apple is preparing an AI-driven approach to search. Over the next year, World Knowledge Answers would position Siri as a content-based “answer engine”, rather than just an assistant. For brands and content authors, this means adapting content so it can also be read and presented by AI tools.