Apple to bring AI search to Safari as Google usage declines
Apple is exploring the integration of AI-powered search engines like OpenAI, Perplexity, and Anthropic into its Safari web browser. The revelation came during testimony from Eddy Cue, Apple’s Senior Vice President of Services, in the U.S. Department of Justice's ongoing antitrust case against Google parent company Alphabet.
Cue’s comments offer a rare glimpse into Apple’s evolving strategy around search—a space long dominated by its lucrative deal with Google, which pays Apple an estimated $20 billion annually to remain Safari’s default search engine. However, according to Cue, that landscape is starting to shift.
For the first time, Safari search volume declined last month, a trend Cue attributes to the rising popularity of AI-driven tools. These AI platforms, which use large language models to provide answers directly rather than traditional link-based search results, are increasingly being used as alternatives to standard search engines.
“I think these AI search providers are going to replace traditional search,” Cue said in court, emphasizing that Apple is actively considering how to adapt Safari to this change.
AI in Safari — But Not (Yet) the Default
While Apple is exploring options, Cue made it clear that AI search engines are unlikely to become the default on Safari in the immediate future. He noted that although services like Perplexity and Anthropic show promise, they still have room for improvement before they can deliver the consistency and reliability users expect from a default search provider.
Still, discussions with companies like Perplexity are already underway, suggesting that Apple is serious about diversifying its search capabilities—and potentially reducing its long-term reliance on Google.
A Strategic Shift for Apple
The move aligns with broader industry trends. AI search tools offer more conversational, contextual, and sometimes more efficient responses than traditional search engines, and Apple’s interest underscores its intent to stay ahead in this AI-driven shift in user behavior.
Adding support for AI search engines could also strengthen Apple's privacy stance by allowing users to choose from options that may align better with their data preferences, depending on how each AI platform handles personal information.
What Comes Next?
Apple has not officially confirmed timelines or product plans for integrating AI search into Safari. But with public statements from senior leadership, early talks with AI firms, and measurable declines in traditional search use, it's clear that Apple is positioning itself for a search experience that better fits the AI age.
