Apple's Secret ChatGPT Rival Could Transform AI Strategy – Should It Go Public?

Apple's Secret ChatGPT Rival Could Transform AI Strategy – Should It Go Public?

Apple has quietly developed an internal ChatGPT-like app called "Veritas" to test its revamped Siri technology, but according to Bloomberg's Mark Gurman, keeping it internal might be a strategic misstep that could undermine the company's AI credibility.

Apple's Hidden AI Arsenal

Apple's new team, Answers, Knowledge and Information (AKI), is building products for retrieving general knowledge – exactly where chatbots excel. The company is developing:

• Project Linwood: A completely overhauled Siri infrastructure set to debut as early as March, combining Google's Gemini with Apple's own Foundation Models group technology
• AI-powered web search: Moving Apple closer to a ChatGPT or Perplexity-style experience
• Veritas chatbot: An internal app allowing employees to type queries, hold conversations, and perform in-app actions like photo editing

Why Going Public Makes Sense

Bloomberg News reporter Mark Gurman argues that Apple's plan to keep Veritas internal is a mistake. The new Siri will enable full iPhone navigation through voice control and fulfill requests using on-device data – capabilities that could benefit from public testing and feedback.

The Bigger Picture

Apple has recognized what competitors understood long ago: seamless chatbot experiences are essential for robust generative AI strategies. By releasing Veritas publicly, Apple could gain valuable user feedback while demonstrating its AI capabilities to a skeptical market.

The enhanced Siri promises to unlock features originally planned for early 2025, potentially positioning Apple as a serious contender in the AI assistant space rather than a follower.

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