Apple is considering a transformation of its Safari web browser to integrate AI-driven search engines, moving away from its longstanding partnership with Google. Executive Eddy Cue revealed a decline in search usage on Safari, attributing this to a growing preference for AI technologies. Google, which pays Apple around $20 billion annually to remain the default search engine on Safari, may face increased pressure as Apple potentially adds competitors like OpenAI to its browser. Analysts warn that losing exclusivity could have drastic consequences for Google's ad revenue and market standing.
Apple is 'actively looking at' reshaping the Safari web browser, focusing on AI search engines to challenge Google's dominance in the search market.
Eddy Cue noted that Safari searches declined for the first time last month, pointing to a shift towards AI-powered search alternatives.
Cue stated that Apple will eventually add AI search options, such as OpenAI and Perplexity, to Safari, indicating a shift from traditional searches.
The loss of search exclusivity could severely impact Google, leading advertisers to reconsider their dependence on its search advertising platform.
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