Apple Inc. Looking to Revamp Safari Browser for AI-Powered Search Engines
Apple is considering revamping its Safari web browser to focus on AI-powered search engines, a move that could end its long-standing partnership with Google.
Apple Considers Safari Browser Overhaul
Apple Inc. is actively exploring the possibility of redesigning its Safari web browser to emphasize AI-powered search engines, marking a significant industry shift spurred by the potential termination of its partnership with Google. Eddy Cue, Apple's Senior Vice President of Services, revealed this development during his testimony in the U.S. Justice Department's lawsuit against Alphabet Inc.
Impact on the Industry
The core issue at stake is the $20 billion-a-year deal that currently makes Google the default search engine on Apple's browser, a deal that might be dismantled as a result of the case. This potential disruption could reshape the operations of the iPhone and other Apple devices that have long relied on Google for search queries.
Rise of AI in Search
AI technology is already gaining traction among consumers, with Cue noting a decline in Safari searches due to increased AI usage. He predicts that AI search providers such as OpenAI, Perplexity AI Inc., and Anthropic PBC will eventually surpass traditional search engines like Google.