Apple is gearing up to transform the Safari browser with AI-powered search features, a move that could disrupt its $20 billion partnership with Google and shake up the mobile search market.
According to Bloomberg, Apple is “actively looking at” revamping the Safari browser across its devices to integrate cutting-edge AI search tools. This shift signals Apple’s intent to move beyond traditional web search models—ones long dominated by Google—and toward a smarter, more adaptive user experience.
At the heart of this change is Apple’s reevaluation of its deal with Google, which pays Apple roughly $20 billion annually to remain the default search engine on Safari. That position gives Google access to massive ad revenues and search traffic from Apple users, especially on iPhones and iPads.
But cracks are starting to show in the alliance. Apple executive Eddy Cue testified in the U.S. Justice Department’s antitrust case that Safari’s search activity recently dipped. He suggested that users are increasingly turning to AI-powered alternatives like ChatGPT and Perplexity instead of Google Search.
Cue didn’t confirm that Apple will replace Google right away. However, he indicated that AI tools will soon be available within the Safari browser, stating, “We will add them to the list – they probably won’t be the default.”
This development lands at a time when Google is under mounting pressure from AI-driven competitors. The company recently reassured investors that its AI investments are fueling strong advertising results, but a breakup with Apple could significantly dent that momentum.
After the news broke, Alphabet’s stock dropped by 6%, while Apple shares fell by about 2%. None of the companies—Apple, Google, or the DOJ—responded to requests for comment.
Apple is already teaming up with OpenAI to bring ChatGPT into Siri. Meanwhile, Google is racing to strike a new agreement to embed its Gemini AI tools into the Safari browser experience before the current deal expires.
If Apple pushes forward, the impact on Google could be profound. Analysts estimate that the Safari-Google arrangement contributes about 36% of Google’s mobile search revenue. Losing that exclusive placement would not only hurt Google’s bottom line but also open the door for competing AI search engines to gain a foothold.
D.A. Davidson analyst Gil Luria warned that if Apple stops prioritizing Google in the Safari browser, it could encourage advertisers to diversify their spending. “Many advertisers stick with Google because it controls nearly 90% of search traffic. That could change fast if viable alternatives get more visibility.”
While Google’s Q1 earnings beat expectations, its long-term dominance now looks uncertain. If Apple begins offering AI-driven search as a first-class feature in Safari, it could redefine how millions of users search the web every day—and reset the balance of power in the tech world.
