Big Jolt For Google: Apple Planning To Bring AI Search To Safari

Apple is reportedly preparing to integrate artificial intelligence search capabilities into its Safari web browser, moving away from its long-time partnership with Google for search. The move comes as a jolt for Google, whose search engine is currently the default browser on Apple iPhones and other devices.

Apple’s senior vice president of services, Eddy Cue, revealed this information on Wednesday while testifying in the US Justice Department’s case against Alphabet Inc, the parent company of Google. According to a report by Bloomberg’s Mark Gurman, the Cupertino tech major is “actively looking at” integrating AI-powered search features into Safari soon.

The revelation caused the Alphabet stock to close 7.3% lower, depleting its market worth by about $150 billion.

Also, as per a report by The Verge, Apple has been in talks with AI specialists like Perplexity, Anthropic, and OpenAI for AI integration, and may launch Safari’s AI search capabilities by 2026. Despite Apple’s existing agreement with OpenAI, Cue underlined the need to maintain flexibility. “It was crucial to ensure that we have the capacity to switch if necessary,” he stated.

With regard to the current AI search features, Cue reportedly said, “To date, they’re just not good enough.” With more users moving to AI-powered search, Cue also said that searches on Safari declined for the first time last month. “That has never happened in 22 years,” he said.

Because Apple receives a percentage of the advertising money from Google searches conducted through Safari, the company is concerned about this drop in searches. The revenue decreases when fewer searches are conducted. 

According to analysts, Google pays Apple around $20 billion annually, or roughly 36% of its search advertising revenue from Safari, for being the default search engine on Apple devices.

However, Google, in a statement on its website, reported overall query growth in search, including “an increase in total queries coming from Apple’s devices and platforms.”