Apple is reportedly preparing to overhaul its Safari search experience by integrating generative AI-powered alternatives—potentially ending or reshaping its lucrative $20 billion-per-year default search partnership with Google.
According to multiple industry sources cited by Bloomberg and The Information, Apple is actively exploring partnerships with firms like OpenAI to embed AI search tools directly into Safari on iPhones. Prototypes under development are said to prioritize privacy, a core Apple value, while aiming to modernize the search experience through contextual, AI-driven queries.
This move signals a major shift in Apple’s strategy—and a challenge to Google’s longstanding dominance in mobile search. Google currently pays Apple tens of billions annually to remain the default search engine on Safari across iOS and macOS devices, a deal now under antitrust scrutiny in the U.S.
While the full implementation of AI search on Safari may still be months away, early indicators point to Apple leveraging its control over hardware, software, and services to create a more intelligent, privacy-conscious alternative to traditional web search.
Google, which views the development as a disruptive threat, is said to be preparing countermeasures to retain its market edge. However, if Apple succeeds, it could reshape user search behavior and force a reevaluation of the mobile ad-driven revenue model that dominates today’s internet economy.
Analysts say that widespread adoption will hinge on user trust, functionality, and seamless integration—three areas where Apple has historically excelled.
Bottom line: Apple’s quiet AI pivot may upend the balance of power in mobile search, opening the door for broader competition and innovation in how billions of users access information on the internet.
