In a potential shake-up of the digital landscape, Apple is exploring AI-powered search functionality within its Safari browser — a move that could redefine how users access information online and end Google’s long-standing dominance in the search engine space.
The revelation came during a high-profile antitrust trial against Google, where Apple executive Eddy Cue disclosed a decline in Safari's search usage for the first time. Younger users are increasingly favouring AI-based tools like OpenAI's ChatGPT and Perplexity AI over traditional search engines, driving this shift.
This trend has serious financial implications. Google reportedly pays Apple up to $20 billion annually to remain Safari’s default search engine. A pivot by Apple towards AI alternatives not only jeopardizes this massive revenue stream for Google but also could impact Apple if it redefines its monetization strategy.
Cue pointed out that Google's dominance in the search market is organically weakening due to changing user behaviour, emphasizing the inevitability of AI searches replacing traditional engines. The subtle but strategic shift indicates Apple may be laying the groundwork for its own search ecosystem — possibly blending AI tools directly into its browser or ecosystem-wide platforms.
The market has already responded. Following these developments, Alphabet’s stock saw a notable decline, reflecting investor anxiety over the future of Google’s search business, which forms the core of its advertising-driven revenue model.
