Apple Eyes AI Search Options for Safari Amid Google Deal Uncertainty

Apple is exploring new partnerships that could bring AI-powered search tools to Safari, according to testimony by Apple’s Senior Vice President of Services, Eddy Cue. The company has held early talks with OpenAI, Perplexity, and Anthropic as it evaluates generative AI search engines as potential alternatives to Google.

The disclosure came during Cue’s appearance in the U.S. Justice Department’s antitrust case against Google’s parent company, Alphabet. The trial is focused on Google’s longstanding arrangement with Apple—an estimated $20 billion-a-year deal that makes Google the default search engine in Safari.

Declining Searches, Growing Pressure

Cue told the court that search activity in Safari declined last month for the first time in 22 years. He tied this drop to the growing popularity of AI tools, suggesting that users are increasingly turning to generative AI models instead of traditional search engines.

That dip matters financially. Under Apple’s current agreement with Google, the search company shares ad revenue generated from Safari-based searches. With fewer searches, Apple risks losing out on billions in annual revenue.

“It’s something I’ve lost a lot of sleep thinking about,” Cue said.

AI as the Future of Search

Cue sees the emergence of generative AI as more than a passing trend. He believes AI-powered search tools will eventually replace traditional engines like Google. That belief is driving Apple to explore options now, even if the technology isn’t yet ready for a wide rollout.

“To date, they’re just not good enough,” he said of AI search products. Still, Apple wants to position itself to pivot quickly if one provider pulls ahead. That includes maintaining flexibility in its existing agreement with OpenAI, which already powers other AI features across Apple platforms.

Looking, Not Switching—Yet

While Apple has had preliminary conversations with all three companies—OpenAI, Perplexity, and Anthropic—Cue suggested that AI search tools likely won’t become the default option in Safari any time soon. He emphasized that these services still need to improve before they’re ready for that level of integration.

“We have to make sure we have the capability to switch if we have to,” Cue said, referencing Apple’s strategy to stay adaptive as AI evolves.

What This Means

Apple’s interest in AI search reflects a broader industry shift. As users adopt AI models for tasks that once relied on traditional search engines, companies like Apple are reevaluating long-standing partnerships—and preparing for disruption. The stakes are high: AI-powered search could reshape how billions of people navigate the web, and the company that controls that experience will likely influence both user behavior and advertising revenue.

For now, Apple is watching the AI space closely—but not committing. Still, by opening the door to OpenAI, Perplexity, and Anthropic, Apple is making clear that the future of search in Safari may look very different from its past.

In a world where search is being redefined, Apple is making sure Safari doesn’t get left behind.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.