Apple is preparing to shake up how web search works on Safari across iPhone, iPad, and Mac. According to Bloomberg, the company is planning to open Safari to AI-based search engines like ChatGPT, Perplexity, and more—potentially altering the default search engine landscape for the first time in years.
The confirmation comes from Eddy Cue, Apple’s Senior Vice President of Services, who revealed the move during his testimony in the ongoing Google antitrust trial.
“We will add them to the list — they probably won’t be the default.” said Cue, hinting at a future where AI search becomes a built-in option in Safari, though Google may remain the default for now.
Why is Apple Doing This?
Apple’s decision to open up Safari to AI search isn’t random—it’s strategic.
- Declining Safari Search Traffic: For the first time ever, Safari search traffic dropped significantly in April, according to Cue. More users are bypassing traditional web search in favor of AI chatbots like ChatGPT, which offer direct, conversational answers instead of pages of links.
- Impact on Apple’s Google Deal: Currently, Apple earns roughly $20 billion per year through its revenue-sharing deal with Google for keeping it as Safari’s default search engine. If Safari traffic keeps dropping, Apple’s cut of Google’s ad revenue shrinks too—a massive financial risk.
- Antitrust Pressure: The ongoing monopoly case against Google may also force Apple to rethink its exclusive reliance on Google for Safari search. Regulators are scrutinizing Apple’s tight relationship with Google, and adding competitors like OpenAI or Perplexity could help avoid regulatory fallout.
Will AI Search Engines Pay Apple Like Google Does?
Not yet—but that could change. Apple’s partnership with OpenAI (integrating ChatGPT into Siri under the Apple Intelligence initiative) reportedly didn’t include a direct payment. Instead, OpenAI gets exposure and user acquisition, especially through Siri integrations.
But moving forward, Apple is expected to push for Google-like revenue-sharing agreements with AI search providers. Companies like Perplexity, Anthropic, or even Meta’s Llama-based tools may need to pay for premium Safari placement, just like Google does now.
This could shape a new monetization model for AI search, where visibility inside Safari is sold at a premium.
Apple Wants AI Search to Be Better Before Going All In
While Apple is opening the door, Cue made it clear that AI search tools need to improve before they’re taken seriously as Google alternatives.
He wants engines like ChatGPT and Perplexity to offer:
- More accurate general search results
- Deeper search indexes, not just chat responses
- Scalability, to handle the volume of queries expected from millions of Safari users
In short, Apple is watching closely but isn’t ready to bet big until these tools can compete with Google in quality and reliability.
What This Means for Users
If implemented, this update would give users:
- More control over how they search the web
- A choice between traditional and AI-based search engines
- Access to emerging tools directly in Safari, without needing separate apps or workarounds
It also puts pressure on Google to innovate, especially as AI tools reshape user expectations.
Google Pushes Back on Safari Search Decline Claim
Responding swiftly, Google published a blog post on its official site, The Keyword, under the title “Here’s our statement on this morning’s press reports about Search traffic.” The statement read:
We continue to see overall query growth in Search. That includes an increase in total queries coming from Apple’s devices and platforms. More generally, as we enhance Search with new features, people are seeing that Google Search is more useful for more of their queries — and they’re accessing it for new things and in new ways, whether from browsers or the Google app, using their voice or Google Lens. We’re excited to continue this innovation and look forward to sharing more at Google I/O.
The clash highlights broader questions about the future of information retrieval in an AI-driven era.
The Takeaway
This move signals that AI search is no longer an experiment—it’s a key player in the future of web browsing.
Do you think Apple will eventually replace Google as the default or will AI search engines remain a niche option for power users? Let us know in the comments.
