The landscape of web browsing is positioned for a major shift as Apple prepares a move that could directly challenge Google’s dominance in search.
In testimony during the ongoing antitrust case against Alphabet, Apple’s Senior Vice President of Services, Eddy Cue, revealed that the company is actively exploring an overhaul of Safari to include AI-powered search options. This announcement had immediate ripple effects across the tech world, including a sharp dip in Google’s stock, underscoring the potential threat to its core advertising business.
Cue’s comments reflect Apple’s intent to stay ahead of changing user behavior when it comes to finding information online. He confirmed that Apple is considering integrating AI search engines such as OpenAI and Perplexity AI into Safari, offering them as user-selectable alternatives.
This shift comes at a time when traditional web search is facing new pressure, as evidenced by Safari’s first-ever decline in search volume last month—a trend Cue attributes to the growing popularity of AI-driven methods. His remarks suggest that Apple sees this as more than a passing trend and is preparing for a fundamental transformation in how users access information.
This move has significant implications, especially in light of Apple’s current arrangement with Google, which has made it Safari’s default search engine. That partnership is estimated to generate around $20 billion annually for Apple and plays a crucial role in Google’s search advertising revenue.
The inclusion of AI-powered alternatives could disrupt this dynamic, potentially drawing users and advertisers toward newer platforms that deliver faster, more contextual results through generative AI. While Google has responded by introducing its own AI-powered features and is working to bring Gemini AI to Apple’s devices, direct integration of rival AI search tools into Safari could pose a real challenge to Google’s grip on the search market.
Cue’s view on the future of search offers a telling glimpse into Apple’s strategy. He suggested that AI search tools may soon replace traditional engines altogether, which explains Apple’s urgency in evaluating these technologies. Even if AI providers like OpenAI or Perplexity are not set as the default initially, their presence within Safari reflects Apple’s recognition of a broader shift in user expectations.
As Apple reimagines Safari with AI in mind, it marks a potentially pivotal moment in how users navigate the internet. While Google’s search dominance has long felt unshakable, Apple’s strategy hints at a new era where intelligent, conversational AI becomes central to the browsing experience. Ultimately, the move sets the stage for a more competitive and diversified future in web search.
(via Bloomberg)
