Apple is quietly moving towards a new future for the search engine within its Safari browser. The company has begun seriously considering the introduction of AI-powered search engines, including Perplexity, OpenAI, and Anthropic.
This direction emerged during the testimony of Eddy Cue, Senior Vice President of Services, at the U.S. Department of Justice's antitrust trial against Google's parent company, Alphabet.
Cue indicated that the use of the search engine in Safari witnessed a decline for the first time in 22 years, an unprecedented event that raised his concern due to its direct reflection on Apple's revenues from its deal with Google, which is valued at around $20 billion annually.
In this context, Cue clarified that Apple is holding preliminary talks with AI technology providers, but it views these services as not yet mature enough to be a primary alternative. Despite this assessment, the company believes that traditional search engines will lose their position in favor of smart tools in the coming years. Therefore, it is working to ensure the availability of flexible alternatives that protect its market position if any sudden changes occur.
On the other hand, Apple already has an existing collaboration with OpenAI in other areas, which would make it easier for it to transition to new solutions if needed.
Given the significant acceleration seen in user adoption of AI tools, the iPhone giant seeks to maintain its position as a primary provider of a smart and secure search experience.
It is also preparing for any shifts that new technology might impose on user behavior.
