Apple is reportedly gearing up to revamp its Safari browser by integrating AI search engines. This move comes as the company anticipates changes to its lucrative agreement with Google.
Apple’s Shift in Search Focus
Eddy Cue, Apple’s Senior VP of Services, revealed in court that Safari searches saw a decline last month. He attributes this to users opting for AI tools over traditional search engines. This shift coincides with the aftermath of Google’s antitrust case loss in August.
According to a Bloomberg report, Cue stated:
“You may not need an iPhone 10 years from now as crazy as it sounds. The only way you truly have true competition is when you have technology shifts. Technology shifts create these opportunities. AI is a new technology shift, and it’s creating new opportunities for new entrants.”
AI Search Engines on the Rise
Cue foresees AI search providers like OpenAI, Perplexity AI, and Anthropic overtaking traditional search engines such as Google. “We will add them to the list — they probably won’t be the default,” Cue explained, noting discussions with Perplexity have already occurred.
Currently, Apple includes ChatGPT as an option in Siri and plans to introduce Google’s Gemini later this year. Cue acknowledged that AI search tools need to enhance their search indexes but believes their other features are compelling enough to encourage user migration.
“There’s enough money now, enough large players, that I don’t see how it doesn’t happen,” Cue remarked on the transition from standard search to AI-powered options.
Google’s Antitrust Case Timeline
This development arises during a pivotal phase in the legal battle against Google:
- August 2024: Judge Mehta ruled Google violated antitrust laws through exclusive search deals.
- October 2024: The DOJ proposed remedies targeting search distribution, data usage, search results, and advertising.
- December 2024: Google presented counter-proposals to relax search agreements.
- March 2025: The DOJ filed revised proposals, potentially forcing Google to sell Chrome.
The $20 Billion Deal
The central issue is Google’s agreement with Apple, reportedly valued at $20 billion annually, making Google the default search engine on Safari. Cue admitted to losing sleep over the potential loss of revenue from this agreement.
During the trial, it was revealed that in 2022, Google paid Apple $20 billion to remain Safari’s default search engine. Last year, they expanded their partnership to include Google Lens in the Visual Intelligence feature on new iPhones.
Proposed Solutions and Reactions
The DOJ’s latest filing suggests several significant changes:
- Requiring Google to sell Chrome.
- Limiting payments for default search placement.
- Preventing Google from favoring its products in search results.
- Enhancing transparency in Google’s advertising practices.
Google criticized these proposals as a “radical interventionist agenda” that could “break a range of Google products.” Instead, Google suggested allowing browser companies to handle multiple search engines and giving device makers more freedom in preloading search options.
Implications of Apple’s Move
If Apple shifts Safari toward AI-based search, expect significant changes in search dynamics. This shift could reshape search competition and digital marketing strategies for years to come.
