Apple is set to overhaul its Safari browser, shifting its focus towards AI-driven search engines. This strategic pivot is in response to the anticipated changes in its lucrative agreement with Google, revealed during the recent Google antitrust trial.
Apple’s New Direction in Search Technology
Eddy Cue, Apple’s Senior Vice President of Services, indicated a significant shift in user behavior, noting a decline in Safari searches as users begin to favor AI-driven tools. This trend emerges as legal proceedings continue following Google’s antitrust defeat in August.
In his testimony, Cue highlighted the transformative potential of AI: “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. AI represents such a shift, opening doors for new market players.”
Future of Search: AI Over Traditional Engines
Cue believes that AI search providers like OpenAI, Perplexity AI, and Anthropic could soon outpace traditional engines such as Google. “We will add them to the list — they probably won’t be the default,” he stated, confirming discussions with Perplexity.
Apple is already integrating AI capabilities with ChatGPT in Siri and plans to introduce Google’s Gemini later this year. Despite needing improvements in search indexing, Cue is confident that the superior features of AI tools will encourage a user shift.
“There’s enough money now, enough large players, that I don’t see how it doesn’t happen,” Cue added, foreseeing a widespread adoption of AI in search technologies.
Timeline of Google’s Antitrust Legal Challenges
- August 2024: Judge Mehta finds Google guilty of violating antitrust laws through exclusive search agreements.
- October 2024: DOJ proposes measures to curb Google’s control over search distribution and data usage.
- December 2024: Google responds with proposals to modify its search agreements.
- March 2025: DOJ revises its proposals, potentially forcing Google to divest Chrome.
The $20 Billion Google-Apple Deal at Stake
At the heart of this case is Google’s $20 billion annual payment to Apple for default search engine status on Safari. Cue expressed concerns about losing this major revenue source, a deal that was expanded last year to include Google Lens in Apple’s new iPhone features.
Proposed Legal Remedies and Google’s Response
- Forcing the sale of Chrome.
- Restricting payments for default search placements.
- Preventing Google from prioritizing its products in search results.
- Enhancing transparency in Google’s advertising practices.
Google has criticized these suggestions as overly aggressive, arguing they would disrupt many of its services. Instead, Google proposes more flexibility in how browser companies and device manufacturers handle search engine choices.
Implications for the Future of Search
As Apple gears up to integrate AI into Safari, the search industry could see profound changes. This shift has the potential to redefine search competition and digital marketing landscapes for years to come.
