Apple eyes AI search integration on Safari, posing new threat to Google’s monopoly
As AI-driven search tools rise in popularity, Apple's consideration to integrate them into Safari may disrupt existing search engine hierarchies and advertising revenues.
Apple is considering integrating artificial intelligence (AI)-powered search options into its Safari browser, according to testimony from senior executive Eddy Cue. The move, which has the backing of CEO Tim Cook, was disclosed during an ongoing antitrust case in the United States concerning Google’s dominance in the search market.
The development comes amid growing use of AI chatbots for search and could impact Google’s position as the default search engine on Apple devices.
Apple weighs AI search partnerships
Cue stated that Apple is “actively looking at” potential partnerships with AI-based search providers such as OpenAI, Perplexity, and Anthropic. This exploration follows a reported decline in Safari searches for the first time in April 2025. Cue attributed the decline in part to users turning to generative AI platforms like ChatGPT for web-based information.
The testimony was part of a U.S. Department of Justice lawsuit focused on Google’s alleged monopoly over the search engine market. Apple has not confirmed whether or when any AI-powered search tools will be introduced to Safari.
Existing Google-Apple search deal in focus
Google currently pays Apple an estimated $20 billion annually to remain the default search engine on Safari, a deal that represents a significant portion of Google’s mobile advertising revenue. According to Reuters, this agreement covers more than 1.5 billion active Apple devices.
Following Cue’s statements, shares of Google’s parent company Alphabet fell by more than 9%, resulting in a loss of over $150 billion in market value. Investors cited concerns over potential long-term changes to default search arrangements.
Google responds with AI integration efforts
Google has recently launched an AI-enhanced search experience, known as “AI Overview,” and is continuing to develop its Gemini chatbot. CEO Sundar Pichai confirmed during the same trial that the company is in talks with Apple to integrate Gemini into future versions of the iPhone.
While no agreements have been finalized, the discussions highlight ongoing efforts by Google to adapt its search services in response to changing user behavior and competition from other AI platforms.
Implications for the search engine market
Industry analysts say Apple’s consideration of AI-powered alternatives could have significant implications for the search engine landscape. If implemented, the move could reduce Google’s influence over default mobile search and create new opportunities for smaller or AI-native competitors.