Apple is actively exploring the integration of AI-powered search within its Safari browser, potentially disrupting Google’s current stronghold on online search. This shift could significantly impact Google’s revenue, as Apple currently defaults to Google search, a deal costing Google a reported $20 billion annually.
According to a recent Bloomberg report, Apple aims to reshape Safari by prioritizing AI search engines. This move comes as Apple executive Eddy Cue revealed a decline in Safari searches for the first time last month, attributing the drop to the growing popularity of AI as a primary search tool. Cue predicts that AI platforms like OpenAI and Perplexity AI could eventually replace traditional search engines, anticipating their integration into browsers like Safari. However, he noted that while these AI options would likely be added to Safari’s search engine list, they probably wouldn’t replace Google as the default.
The Rise of AI Search Competition
Apple’s exploration of AI search coincides with its reported discussions with Google to incorporate Gemini AI technology into upcoming Apple devices, potentially to be unveiled at the iPhone 17 launch at WWDC 2025 in June. Startups like OpenAI and Perplexity AI are applying increasing pressure on established players like Google. Furthermore, reports suggest that ChatGPT, based on a deal between OpenAI and Apple, will be integrated into Siri.
This potential shift away from Google as the default search engine in Safari could have significant implications for the advertising landscape. D.A. Davidson analyst Gil Luria highlights Google’s near-monopoly in search advertising, with a market share of almost 90%. The emergence of viable search alternatives could prompt advertisers to diversify their budgets and shift spending away from Google.
Implications for the Future of Search
The integration of AI search into Safari marks a potential turning point in the search engine landscape. While Google’s dominance remains substantial, Apple’s move could pave the way for increased competition and offer users a more integrated and intelligent search experience within the browser. This development underscores the growing importance of AI in online search and its potential to reshape how users access information.
This exploration by Apple, combined with the rise of AI-powered search platforms, suggests a dynamic future for online search, one where AI plays a central role and challenges established norms.
