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The way you search the internet could soon change fundamentally – at least if you use Apple devices. The company is working on adding AI search services to Safari. The reason for this is that many users' search behavior has changed. Instead of traditional search engines, more and more people are using AI tools like ChatGPT or Perplexity. Apple is responding to this and wants to make Safari future-proof. This has not only technical but also economic reasons.
Apple is currently working on an overhaul of Safari that will more fully integrate artificial intelligence into search. This was revealed after Eddy Cue, Apple's Senior Vice President of Services, testified in a US court case. The case concerns the multi-billion dollar deal between Apple and Google that makes Google the default search engine on Apple devices. However, this very role is now under question due to new developments in AI search.
Apple responds to declining Safari searches
In April 2025, search queries on Safari declined for the first time. Cue attributes this to the increasing use of AI services. Many users now turn to ChatGPT, Claude, or Perplexity when searching for information online. These tools often provide faster, more direct answers and are better able to understand complex contexts than traditional search engines. According to Cue, this is not a temporary trend, but a permanent development. He believes that AI-powered services could eventually replace search engines like Google. Therefore, Apple must integrate them into Safari as well.
Apple is already talking to Perplexity
Apple says it has already begun discussions with providers like Perplexity to explore potential collaborations. It's still unclear exactly how the integration into Safari will work, but one thing is clear: the services won't be automatically set as the default, but will be available as additional options. Users can then decide for themselves whether they want to continue searching with Google or prefer to use an AI service. Cue emphasizes that these services aren't yet technically perfect. They need to continue improving their search indexes. Nevertheless, he is convinced that many users will switch quickly because the advantages of AI offerings are simply compelling.
Why Apple still sticks with Google
Despite advances in AI, Google remains the default search engine in Safari for the time being. This is primarily due to the close commercial partnership between the two companies. Google pays Apple around $20 billion annually to maintain this position. Cue says the prospect of losing this revenue literally keeps him awake at night. The partnership has even been expanded: Google Lens is now integrated into Apple's visual search engine. This demonstrates that Apple continues to cooperate with Google – even though alternatives are already being developed internally.
AI could make the iPhone obsolete in the long term
Cue goes even further, suggesting that AI services could become so powerful in the future that you might not even need an iPhone at all. It sounds radical, but what he means is that if technology continues to develop at this rapid pace, the way we interact with devices will also change. For Apple, this means that those who don't keep up will be left behind. He states quite clearly that real competition only emerges when technology changes. And AI is precisely such a change – with the potential to bring new players onto the market and disrupt old structures (via Bloomberg).
Safari on the verge of change: Apple plans AI integration
Apple is preparing for a fundamental shift in internet search. The company is actively working on evolving Safari so that you'll soon be able to choose between traditional search engines and AI-based tools. Discussions with providers like Perplexity are already underway. Even though Google remains the default search engine for the time being, it's clear that Apple is paving the way for new directions. The decline in Safari searches in April 2025 was a warning sign for Apple – and now it's reacting. This development shows that online search is undergoing a transformation. And Apple doesn't just want to stand by and watch, but wants to help shape it. (Image: Shutterstock / sdx15)
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