Apple is looking to transform its Safari web browser by integrating AI-powered search engines, possibly reducing Google's hold on the search market. This shift comes amid declining search activity on Safari, attributed to users' growing interest in AI tools, as stated by Apple executive Eddy Cue during a U.S. antitrust case. Apple currently generates significant revenue from its agreement with Google, which pays about $20 billion to maintain its default search status. Analysts suggest that any changes could significantly impact Google's dominance, especially as competition from AI startups intensifies.
Cue said he believes AI search providers, including OpenAI and Perplexity AI, will eventually replace standard search engines such as Google.
Many advertisers have all of their search advertising with Google because it is practically a monopoly with almost 90% share.
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