Apple is making significant strides in the tech world by considering a major overhaul of its Safari browser to incorporate AI-based search services. This potential shift could disrupt the longstanding partnership between Apple and Google, which has seen Google serve as the default search engine on Safari for many years. The news comes from a recent report by Mark Gurman at Bloomberg, who highlighted that Apple is actively evaluating the integration of AI search tools into Safari.
During a hearing related to the antitrust lawsuit filed by the U.S. Department of Justice against the agreement between Apple and Google, Eddy Cue, Apple’s Senior Vice President of Services, revealed that the company is exploring this integration. The current agreement, reportedly worth $20 billion annually, allows Google to maintain its position as the default search engine on Apple devices. However, in April 2025, for the first time, search traffic through Safari saw a decline, attributed to users increasingly turning to AI platforms like ChatGPT, Perplexity, and Claude for their information needs.
“I believe that AI services like ChatGPT, Perplexity, and Claude will eventually replace traditional search engines like Google,” Cue stated. He emphasized the necessity for Apple to add these services to Safari’s options in the near future. Despite the potential changes, Cue noted that AI platforms must enhance their search quality metrics to compete effectively with established search engines.
Additionally, Cue expressed a bold vision for the future, suggesting that in ten years, users might not even need an iPhone. “It sounds crazy, but the reality is that significant technological changes always create new competitive opportunities,” he explained. He underscored the transformative potential of AI, calling it the next wave of technology that opens doors for new competitors.
Despite his enthusiasm for AI, Cue acknowledged the financial implications of the existing agreement with Google. He admitted to losing sleep over the possibility of Apple losing a substantial revenue share from Google, which accounts for about 36% of search advertising revenue generated through Safari.
The partnership between Apple and Google has been lucrative for both companies. In recent years, Google has reportedly paid Apple around $20 billion annually to maintain its search engine status on Safari, a figure that underscores the financial stakes involved. However, as competition intensifies from AI startups like OpenAI and Perplexity, Google faces mounting pressure to retain its dominance in the search engine market.
As Apple explores the integration of AI search tools into Safari, the implications for Google could be severe. Analysts warn that losing its exclusive position on Apple products could lead to significant financial losses for Google. Gil Luria, an analyst at D.A. Davidson, commented, “If there’s a viable alternative, many advertisers might shift their budgets away from Google.”
In addition to the potential integration of AI search tools, Apple has already begun discussions with Perplexity and has reached an agreement with OpenAI to include ChatGPT as an option within Siri. This indicates a clear strategy by Apple to evolve its services in line with technological advancements and changing user preferences.
While AI search tools may not be set as the default option in Safari just yet, Cue confirmed that they would be available in the selection list moving forward. He believes that users will gravitate towards AI due to its superior features, even if the current capabilities of AI search platforms still require improvement.
Furthermore, last year, Apple and Google expanded their collaboration to include the integration of Google Lens into Apple’s Visual Intelligence platform. This feature allows users to take photos and utilize Google’s AI to analyze images, demonstrating the ongoing partnership between the two tech giants.
As the landscape of search engines continues to evolve, the relationship between Apple and Google will be closely watched. The potential shift towards AI search services in Safari represents a significant pivot in how users access information online. With more users opting for AI-driven platforms, the traditional search engine model may face unprecedented challenges.
In conclusion, the developments surrounding Apple’s consideration of AI integration into Safari could signal a transformative moment in the tech industry. As Eddy Cue noted, while the quality of AI search needs to improve, the rapid advancement in large language models suggests that AI will become increasingly appealing to users. The future of search may very well hinge on these innovations, and both Apple and Google will need to adapt to stay relevant in this rapidly changing environment.
